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Extinct flagships: linking extinct and
threatened species
P E T E R M . K Y N E and V A N E S S A M . A D A M S
Abstract Despite much effort to promote the conservation Critically Endangered, Endangered or Vulnerable (IUCN,
and recovery of threatened species, the extent of the current b). Despite the expansion of our ecological understand-
list of threatened vertebrates (. , species) underscores ing and knowledge, the number of threatened species con-
the need to develop novel communication and marketing tinues to increase (Hoffmann et al., ).
tools to raise awareness and funding for their conservation. There has been much effort worldwide to promote con-
Although flagship species have been widely used in conser- servation of threatened species, including the effective use of
vation marketing, the flagship role of extinct species has flagship species to raise awareness and funds (Veríssimo
been largely overlooked and the status of lost species is rare- et al., a; Jepson & Barua, ). A flagship species is
ly associated with the status of extant species facing a high ‘used as the focus of a broader conservation marketing cam-
risk of extinction. Some extinct species (e.g. the dodo paign based on its possession of one or more traits that ap-
Raphus cucullatus and the thylacine Thylacinus cynocepha- peal to the target audience’ (Veríssimo et al., a). Flagship
lus) are cultural and commercial icons and therefore famil- species have high public appeal and can invoke an emotive
iar, and may appeal to the public as conservation flagships. response in the public that can result in positive outcomes
We propose a wider use of extinct flagships to raise aware- for biodiversity (e.g. awareness gained, funds raised; Smith
ness for the conservation of threatened species by making a et al., ; Jepson & Barua, ). One criticism of flagship
direct link between already extinct species and extant species species, however, is that the money raised is often tied to a
at risk of extinction. We present examples of publicly recog- particular species and is unlikely to benefit other threatened
nized and iconic extinct species that could be used in mar- species (Joseph et al., ). Thus, other approaches, such as
keting for the conservation of threatened species. These flagship projects or flagship fleets, have been proposed
extinct species are familiar and may be readily linked to (Joseph et al., ; Veríssimo et al., b, ), shifting
threatened species or species groups. We outline a roadmap the focus from individual species.
for testing their appeal under the extinct flagship concept, Some extinct species may be appropriate flagship species
through market research. If research identifies that a cogni- given their iconic status in popular culture. Here we outline
tive link is made between the fate of an extinct species (i.e. the concept of the extinct flagship, in particular using
they went extinct from human causes) and what may hap- publicly-familiar and valued (appealing) extinct species
pen to threatened species (i.e. they are at risk of extinction for conservation awareness, education and fund-raising.
from human causes), extinct species may well have a wider The concept recognizes the fate of lost species but explicitly
role to play as conservation flagships. links the past to the present (and the future); there may not
be an opportunity to recover an extinct species but there are
Keywords Conservation funding, dodo, extinction, flagship
opportunities to recover threatened species if action is taken
species, passenger pigeon, threatened species, thylacine
now.
Extinct species have been used previously in conserva-
tion marketing to raise general awareness of conservation is-
Introduction
sues. Durrell Wildlife Conservation Trust, for example, uses
he rate of biodiversity loss is –, times greater the dodo Raphus cucullatus as its logo to champion its mis-
T than estimated pre-industrial rates and exceeds planet-
ary boundaries for biosphere integrity (Rockström et al.,
sion ‘to save species from extinction, especially those under
threat and overlooked’ (Durrell Wildlife Conservation
). Since there have been recorded extinctions Trust, undated). Similarly, Project Passenger Pigeon ()
of vertebrate species, and a further species exist only in used the th anniversary of the extinction of the passenger
captivity (IUCN, b). On the IUCN Red List of pigeon Ectopistes migratorius to raise awareness of human-
Threatened Species, , species are categorized as caused extinctions, and the passenger pigeon has been de-
scribed as ‘an excellent tool for conservation education’
(Blockstein & Evans, ). However, extinct species have
PETER M. KYNE (Corresponding author) and VANESSA M. ADAMS* Research not been used in a formal flagship model to draw an explicit
Institute for the Environment and Livelihoods, Charles Darwin University,
Darwin 0909, Northern Territory, Australia. E-mail peter.kyne@cdu.edu.au link between extinct and threatened species for targeted
*Also at: The University of Queensland, St Lucia, Queensland, Australia marketing purposes.
Received May . Revision requested July .
Conservationists have been criticized for negative mes-
Accepted January . First published online May . sages and approaches to marketing conservation (Vasi &
Oryx, 2017, 51(3), 471–476 © 2016 Fauna & Flora International doi:10.1017/S0030605316000041
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. https://doi.org/10.1017/S0030605316000041472 P. M. Kyne and V. M. Adams
Macy, ; Weinstein et al., ). With this in mind, ex- TABLE 1 Relevant questions to inform the selection of extinct flag-
tinct flagship species are at the interface between negative ship species.
and positive messages and marketing. On the one hand, Is the extinct species familiar, or has it the potential to become
an extinct species highlights loss and touches on emotions familiar?
of guilt and sorrow. Conversely, it also inspires action (‘we Can the extinct species be linked taxonomically to the species or
can’t let this happen again’), with a focus on opportunities to group of species of conservation concern? (In all cases such a link
recover or save extant species that are threatened with ex- should be tenable.)
tinction. Rather than simply connecting extinction with Can the extinct species be linked geographically to the species or
broad conservation messages, as has typically been done group of species of conservation concern? In particular cases,
extinct flagships can be champions of global conservation needs
in conservation marketing, we argue that an explicit link (e.g. Steller’s sea cow Hydrodamalis gigas as a champion for
is needed to make extinct flagships more effective. We sirenians).
argue that a clear link between a single extinct species and Does the extinct species have public appeal as a marketable flagship
a directly related threatened species or species group would species? (This question should be answered by researching the
provide a more systematic use of extinct flagships. Linking targeted audience.)
the possibly intimidating message of extinction to a call for Are the causes of extinction related to the threats facing an extant
action (including indicating how to make a difference for species? (This may not be essential.)
Can the extinct species be used to highlight threatening processes
current threatened species) draws on evidence that combin-
relevant to the threatened species?
ing fear with an appeal to act is an effective communication What have we learnt from the extinct species that can be applied to
tool if the audience feels able to effect change (Rogers & the conservation and management needs of the threatened species?
Mewborn, ; Vasi & Macy, ; Weinstein et al., Can the extinct species and target group of species fit within a
). We use a simple method to identify possible extinct flagship species selection framework (e.g. Veríssimo et al., 2011a)?
flagships, and discuss the marketing research required to as-
sess the utility of the extinct flagship concept, with the gen-
eral public as the target audience. taxonomically or geographically (or both); and () appeal
(Jepson & Barua, ). A series of additional relevant ques-
tions can be asked in relation to candidate species (Table ),
Identifying candidate extinct flagships including fitting the extinct species and target group of
threatened species within existing selection frameworks
The use of extinct species in marketing conservation is not a for flagship species (e.g. Veríssimo et al., a).
new concept. However, and somewhat surprisingly, the use As a starting point to the discussion of extinct flagships
of extinct species in direct marketing of conservation pro- we identified potential candidates based on trait , public fa-
jects for threatened species is not widespread. The obvious, miliarity, using a simple quantitative internet search meth-
but underutilized, link is to connect extinction with threat of od. We conducted an image search for ‘extinct species’ on
extinction within the flagship species framework. The link Google Australia (Google Inc., Mountain View, USA), and
between extinction and threatened status is made directly tabulated the frequency of hits by species for the first
and the conservation message of extinct flagships is clear: images. Extinct species were restricted to those that have
we must act now to prevent other threatened species from gone extinct since AD (following IUCN Red List guide-
going extinct. lines; IUCN Standards and Petitions Subcommittee, ).
Extinct flagships present an innovative solution to the We calculated a Familiarity Index as the number of species-
issue of funds being tied to the conservation of particular specific hits divided by the total number of hits for all
threatened species; the funds raised under an extinct flag- species.
ship are not tied to the conservation of that species, as it is Extinct flagship candidates identified by their Familiarity
already extinct. Funds could be spent optimally across re- Index, with examples of conservation campaigns that they
lated taxa or geographical regions, thus maximizing gains could champion, are listed in Table . This list is intended
for the conservation of threatened species (Bennett et al., to be illustrative and to demonstrate the clear links that
). It has been recognized that flagships can decrease can be made between extinct species (the flagship) and ex-
the attractiveness of non-flagship species (Douglas & tant species (the threatened fauna). Based on the Familiarity
Winkel, ) but this can be circumvented with the use Index we identified the dodo (high international profile), the
of extinct species, which cannot be valued more highly thylacine Thylacinus cynocephalus (high national profile in
than extant fauna as they no longer exist. Australia) and the passenger pigeon ( marked years
Not all extinct species are suitable flagship species, and since the death of the last known individual) as the most fa-
here we propose three central traits of extinct flagships: () miliar recently extinct species. We use these as examples of
public familiarity, or the potential to increase familiarity extinct flagships, focusing on two traits that could be lever-
through marketing; () a link to threatened fauna, either aged for funding: current familiarity and a link to threatened
Oryx, 2017, 51(3), 471–476 © 2016 Fauna & Flora International doi:10.1017/S0030605316000041
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. https://doi.org/10.1017/S0030605316000041Linking extinct and threatened species 473
TABLE 2 The top candidate extinct flagship species, based on their Familiarity Index, and linked groups of threatened species in need of
conservation action.
Familiarity
Extinct flagship Linked conservation campaign (No. of extant threatened species)1 Index2
Dodo Raphus cucullatus Mauritius’ bird fauna (7) or threatened island endemic birds more broadly 0.301
Thylacine Thylacinus cynocephalus Australia’s terrestrial mammal fauna (52) 0.260
Passenger pigeon Ectopistes North America’s land bird fauna (25) 0.137
migratorius
Pinta Island tortoise Chelonoidis Global amphibians (1,957) 0.110
nigra abingdoni3
Baiji (Yangtze River dolphin) Lipotes River dolphins or threatened cetaceans more broadly (or Asian rivers as an 0.055
vexillifer example of a landscape-scale application)
Steller’s sea cow Hydrodamalis gigas Global sirenians (4) 0.055
Caribbean monk seal Monachus Global pinnipeds (9) 0.041
tropicalis
Great auk Pinguinus impennis Global alcids (5) or threatened seabirds more broadly 0.041
Numbers of extant threatened species calculated from IUCN (a)
Based on quantitative internet search for images (see main text for further details)
Subspecies of Galapagos tortoise Chelonoides nigra
species. We identified the links to threatened species based Some of Mauritius’ endemic species, for example the
on taxonomy and geography (Table ). However, we would Mauritius kestrel Falco punctatus and pink pigeon
need to test their psychological impacts and behavioural Nesoenas mayeri, remain in existence only as a result of
outcomes among the target audience. dedicated efforts to conserve them. They are conservation
success stories (e.g. Jones et al., ) but these species are
The dodo’s familiarity not recognized by the public in the way that the dodo is.
Although one could argue that they are effective ambassa-
The dodo is one of the most famous birds, living or extinct, dors for the country’s threatened birds, they are not as
and has been described as ‘a leading contender as the ‘icon’ widely known or appreciated as the dodo. Individually, re-
of extinction’ (Hume, ). It is estimated to have gone ex- sourcing the conservation of the Mauritius olive white-eye
tinct during the late th century (Roberts & Solow, ; or the Endangered Mauritius fody Foudia rubra is likely to
Hume, ), as a result of direct harvesting by people be a hard sell to members of the public. The government
and the introduction of exotic animals to its Western and NGOs could market these species and the other threa-
Indian Ocean island home of Mauritius, where it was en- tened birds of Mauritius as a package centred around the
demic (Hume, ). island’s high rate of extinction, with the dodo as the flag-
Although long extinct, the dodo is ubiquitous in ship, to encourage a public sense of responsibility (regard-
Mauritius. It features as the background of the country’s im- less of when extinction occurred) and a sense of ownership
migration form, the watermark of the local currency, a fig- of currently threatened species, which is valuable for lever-
ure in the country’s coat of arms, and a local carnival mascot aging funds and action. The dodo therefore presents an op-
(Plate a). It would seem that its extinction promotes its le- portunity to create a targeted marketing message that there
gendary status and iconic value. is a conservation crisis in Mauritius and that without sus-
Despite the dodo’s celebrity status we argue that the link tained action a further seven native birds in Mauritius are
between the past (extinct species) and the present (threa- likely to go the way of the dodo. Although the Durrell
tened species) could be used more explicitly to leverage con- Wildlife Conservation Trust uses the emblem of the dodo
servation action for Mauritius, which along with the in much of its work in Mauritius to remind us of the
adjacent island of Rodrigues has a disproportionally high re- need for conservation action, it also uses the logo more
cord of avian extinction. Of native terrestrial birds, are broadly to champion the Trust’s mission to save species
extinct, accounting for .% of known extinct bird species from extinction. This use of the same logo for both targeted
globally, and seven are threatened with extinction (Fig. ). and mass marketing may dilute the message of the
The status of the Critically Endangered Mauritius olive Mauritius conservation crisis. A targeted use of the dodo
white-eye Zosterops chloronothus (Plate c), for example, a as an extinct flagship would require it to be used directly
small, drab songbird, is largely unknown to the general pub- to communicate the conservation needs of threatened
lic. However, it is only one step removed from the dodo as it birds in Mauritius, rather than threatened species more
faces an extremely high risk of extinction. broadly.
Oryx, 2017, 51(3), 471–476 © 2016 Fauna & Flora International doi:10.1017/S0030605316000041
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. https://doi.org/10.1017/S0030605316000041474 P. M. Kyne and V. M. Adams
FIG. 1 IUCN Red List status (IUCN, a) for Mauritian land
birds (n = ) and Australian land mammals (n = ). EX,
PLATE 1 Images of (a) the dodo Raphus cucullatus and (b) the Extinct: ‘there is no reasonable doubt that the last individual has
thylacine Thylacinus cynocephalus used in commercial died’; Threatened (encompassing CR, Critically Endangered: a
advertising; (c) the Mauritius olive white-eye Zosterops species ‘facing an extremely high risk of extinction in the wild’;
chloronothus and (d) the central rock-rat Zyzomys pedunculatus, EN, Endangered: a species ‘facing a very high risk of extinction
both of which are Critically Endangered. (c) and (d) are poorly in the wild’; and VU, Vulnerable: a species ‘facing a high risk of
known and have less marketability as flagship species, but can be extinction in the wild’); NT, Near Threatened: ‘does not qualify
directly linked to (a) and (b), respectively, which have high for CR, EN or VU now, but is close to qualifying for or is likely
conservation marketability. Photographs: Peter Kyne (a,b,c), to qualify for a threatened category in the near future’; LC, Least
Patrick Hodgens (d). Concern: ‘does not qualify for CR, EN, VU or NT’; DD, Data
Deficient: ‘there is inadequate information to make a direct or
indirect assessment of its risk of extinction’ (IUCN, ).
The thylacine’s appeal
The thylacine, or Tasmanian tiger, was a dog-like carnivor- for c. % of the global total of extinct mammal species
ous marsupial that originally occupied mainland Australia (Johnson, ). The extant mammalian fauna are not far-
and the island state of Tasmania to the south. Its extinction ing well: species (.%) are threatened with extinction
on the mainland is linked to the arrival of a morphologically (IUCN, a; Fig. ). Although a few of these have a high
convergent predator, the dingo Canis lupus dingo, some public profile, in particular the Tasmanian devil
, years ago (Fillios et al., ; Letnic et al., ); the Sarcophilus harrisii and the bilby Macrotis lagotis, many
isolated Tasmanian population remained extant until more are not publicly recognized or charismatic (e.g. the
more recently given the absence of dingoes from the island. lesser stick-nest rat Leporillus apicalis and the central rock-
Its demise in Tasmania is attributed to direct persecution by rat Zyzomys pedunculatus; Plate d).
people, as well as disease; the last known thylacine died in Attempting to expand the public’s understanding of, and
captivity in (Paddle, , ). The species remains familiarity with, an extant species such as the Tasmanian
a regular subject of reported ‘sightings’ (e.g. Heberle, ) devil to include lesser known threatened species may be
but there is no scientific evidence to support anything but its problematic given that marketing a single extant species
extinction. The thylacine has not been embraced widely for can tie funds to that species only, and the recovery of that
conservation messaging, as the continuing quest to redis- species may be seen as an end-point in the conservation
cover it (Turner, ) distracts from accepting its status campaign (i.e. it does not represent the fate of the whole
(extinction) and marketing its loss for the protection of ex- community of threatened species; Joseph et al., ). The
tant threatened species. thylacine, however, was a unique species and has a high
The thylacine has been described as a ‘potent cultural level of cultural and societal appeal, as demonstrated by its
icon’, ‘functioning in effect as Tasmania’s brand logo’ existing commercial use. It is a prime example of how an ap-
(Turner, ). Depictions of the thylacine can be found pealing extinct species can be linked explicitly to a group of
across the state, including on vehicle number plates and as threatened species and, in this case, the need to act to con-
a logo for one of the state’s largest breweries (Plate b). Like serve Australia’s threatened mammals.
the dodo, the thylacine exemplifies a tendency to value a
species because it is extinct, and a failing to link past extinc-
tion and current conservation status. The passenger pigeon’s marketability
The thylacine is one of Australian mammals declared
extinct since European settlement. Australia has the highest The passenger pigeon was once one of North America’s
rate of mammalian extinction of any continent, accounting most abundant birds but the last known individual,
Oryx, 2017, 51(3), 471–476 © 2016 Fauna & Flora International doi:10.1017/S0030605316000041
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. https://doi.org/10.1017/S0030605316000041Linking extinct and threatened species 475
Martha, died in the Cincinnati Zoo in . The extinction of The use of extinct flagships as a novel approach to sup-
the passenger pigeon is attributed to a combination of porting conservation of extant threatened species would
human exploitation (e.g. reduction of suitable forest habitat need to be accompanied by carefully designed media and
and over-hunting; Halliday, ) and population fluctua- marketing campaigns that target the message appropriately
tions in response to climatic, food-resource and other eco- for various segments of the audience. We identify four key
logical variations (Hung et al., ). research areas for determining whether extinct flagships are
The marketability of the passenger pigeon received a an effective approach for conservation marketing of threa-
boost with the wide publicity marking the centennial of its tened species: () Formative research to test the concept of
extinction, in September . Project Passenger Pigeon extinct flagships; central to this is testing whether the public
used the th anniversary of the extinction ‘to raise aware- identifies a connection between their fate and the conserva-
ness of current issues related to human-caused extinction’ tion status of threatened species. () If research confirms
and to recognize that ‘extinction is ecologically, culturally, that a cognitive link can be established between the fate of
and morally relevant to the st Century’ (Project extinct species and threatened species, the next step is to
Passenger Pigeon, ). Applying the concept of the pas- understand what emotions messages about extinct flagship
senger pigeon as an extinct flagship would reframe this mes- species invoke, such as fear, loss or a connection to extant
sage to draw direct links between the fate of the passenger species. This is important to inform the design of further
pigeon and currently threatened species needing immediate messages, such as coupling threatening messages with ap-
conservation attention. peals for action (Vasi & Macy, ). () Our simple method
North America has threatened species of land birds, of selecting familiar extinct species identified candidate ex-
and this number is likely to increase as populations of aerial tinct flagships; however, further research is needed to ad-
insectivores and grassland birds continue to decline (Sauer dress whether these species have broad public appeal, and
et al., ). Some threatened species have a significant pub- the cultural context in which they are embedded. This will
lic profile; for example, the Californian condor Gymnogyps address whether they have the potential to gain popularity
californianus is a cultural icon (Alagona, ). Others, and drive behavioural change that will result in conservation
such as the saltmarsh sparrow Ammodramus caudacutus action for threatened species (Jepson & Barua, ). () In
and Sprague’s pipit Anthus spragueii, have a low profile. addition to establishing whether these species have broad
Linking the passenger pigeon with these low-profile species public appeal, a stronger understanding of how various seg-
could leverage marketing and fund-raising to support the ments of the market respond to extinct flagships and asso-
management of threatened bird species in North America. ciated messages will be critical for targeting messages to
Furthermore, the passenger pigeon may not be tied only to maximize conservation outcomes (e.g. Vasi & Macy, ;
the status of North American birds; comparable population Weinstein et al., ). Research on these four areas will
collapses have been reported in an abundant and wide- help conservation practitioners capitalize on the familiarity
spread Eurasian songbird, the yellow-breasted bunting of popular extinct species, marketing them as flagship spe-
Emberiza aureola (Kamp et al., ). cies to drive conservation action to save currently threatened
species.
Discussion: marketing extinction
Acknowledgements
The dodo, thylacine and passenger pigeon (among other
species) are examples of candidate extinct flagships to sup- We thank Andrew Chin, Nic Bax and Micha Jackson for
port the conservation of extant threatened species. The les- their valuable comments, and Patrick Hodgens for Plate
sons learned from these species may be leveraged to raise d. Edoardo Mostarda and Jessica Sanders provided PMK
funds for action on species that are linked directly to the flag- with the opportunity to visit Mauritius, which was the
ships by taxonomy or geography. Thus money can be raised catalyst for this work. The authors are supported by
to prevent extinctions of a clearly defined group of species, the Marine Biodiversity and Northern Australia Hubs, col-
such as Mauritian birds or Australian mammals, rather than laborative partnerships supported through funding from the
a single species. Effective flagship species bridge pre-existing Australian Government’s National Environmental Research
frames involving the species with new frames that inform a Programme.
conservation agenda in relation to a broader political or so-
cietal cause (Jepson & Barua, ). Extinct flagships may
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