Flagship Species - providing targeted background information in educational institutions might help strengthen appreciation for less attractive animals.

Attitudes towards potential animal flagship species in nature conservation: A survey among students of different educational institutions

Jürg Schlegel and Reto Rupf

Journal for Nature Conservation
Volume 18, Issue 4, December 2010, Pages 278-290

Here is a good paper on how students evaluate the concept of flagship species.  The survey was done in Switzerland. It could be replicated elsewhere for better handling of the concept of Flagship species.

Using a standardized questionnaire, a total of 415 students from two different Swiss primary schools, grammar schools and agricultural schools as well as students from a Swiss University of Applied Sciences were asked about their attitudes towards 27 different indigenous wildlife animal species.

Six mammal, five bird, two reptile, four amphibian and ten insect species, all with potential flagship quality, were presented to the students on a color photograph without any further background information.

The students were asked to give individual reasons for species-related affinity or antipathy. Their ability to correctly identify and name each species was also identified.

Butterflies, birds and most mammals were, on average, more appreciated than reptiles, insects and amphibians. Attitudes also varied according to the type of educational institution attended by the students.

There is no significant difference in attitudes to animals between males and females. Females showed significantly higher affinity for 'loveable animals' and a lesser degree of affinity for 'fear-relevant animals'.

The students exhibited higher affinity for species they can identify than for unfamiliar species.

The authors signs off saying that targeted background information in educational institutions might help soften rigid thinking patterns by strengthening appreciation for less attractive animals.