Conservation of poorly known species is challenging as lack of knowledge on their specific requirements may hamper effective strategies. Here, by integrating biogeographical and landscape analyses, we show that informed actions can be delineated for species with limited presence-only data available. We combine species distribution and connectivity models with temporal land cover changes to define priority areas for conservation of the endemic Brazilian three-banded armadillo, one of the most threatened xenarthrans that was once considered extinct in the wild. We revealed that areas of savanna and grassland are the most suitable habitats for the species and that uplands in the Caatinga ecoregion have a greater likelihood for dispersal. The few remnant armadillo populations are spatially associated with core areas of natural vegetation remnants. Worrisomely, 76% of natural core areas were lost in the past 30 years, mirroring the species’ severe population decline. Preserving the remnant core natural areas should be a high priority to ensure the species’ survival. We highlight key areas for proactive and reactive conservation actions for the three-banded armadillo that will benefit other threatened sympatric species. Our integrative framework provides a set of valuable information for guided conservation management that can be replicated for other poorly known species.

Many protected areas worldwide have been established to protect the last natural refuges of flagship animal species. However, long-established protected areas do not always match the current distributions of target species under changing environmental conditions. Here we present a case study of the Asian elephant Elephas maximus in Xishuangbanna, south-west China, to evaluate whether the established protected areas match the species’ current distribution and to identify key habitat patches for Asian elephant conservation. Our results show that currently only 24.5% of the predicted Asian elephant distribution in Xishuangbanna is located within Xishuangbanna National Nature Reserve, which was established for elephant conservation. Based on the predicted Asian elephant distribution, we identified the most important habitat patches for elephant conservation in Xishuangbanna. The three most important patches were outside Xishuangbanna National Nature Reserve and together they contained 43.3% of the estimated food resources for Asian elephants in all patches in Xishuangbanna. Thus, we identified a spatial mismatch between immobile protected areas and mobile animals. We recommend the inclusion of the three identified key habitat patches in a new national park currently being planned by the Chinese authorities for the conservation of the Asian elephant.

There are huge differences in the conservation support and attention received by different species, perhaps because of human preferences for specific aesthetic traits, such as body size and colouring. If there are such inherent human preferences, then new flagship species should be aesthetically similar to existing successful flagship species and conservation campaigns should not feature less attractive species. However, cultural preconceptions about species and the covariance of traits make it difficult to determine the role of aesthetic traits. Both of these problems can be overcome with imaginary animals. If preferences for certain species traits are inherent in the human psyche, then the same preferences should be found in both real and imaginary animals. Using an online survey with US participants, we find that aesthetic traits are associated with preferences for real but not imaginary animals. For both real and imaginary animals, small and declining populations are preferred. We therefore suggest that organizations should not reject potential flagship species based on appearance. Consistent preferences for poor conservation status and the ability to use our results to predict donations to real animal species suggest that conservation support for specific species could be encouraged if organizations communicate information regarding population sizes and trends.

The Udzungwa Forest Partridge Xenoperdix udzungwensis was discovered in 1991 in the geologically old and eco-climatically stable Udzungwa Mountains (hereafter the Udzungwas) in Tanzania - a global biodiversity hotspot in the Eastern Arc Mountains of East Africa. The partridge is categorised as globally ‘Endangered’ and this study aims at assessing its population status and habitat requirements in the two separate montane forests where it was discovered c.30 years ago and for the first time using systematic playback technique. We estimate the partridge population at c.2,800 individuals (1,680–3,860) confined to less than 150 km2 and now confined to a single forest and with a clearly declining distribution within the last few decades since its discovery. The species is confined to evergreen closed (semi-closed) canopy forest habitat with leaf litter and sedges on the forest floor for feeding and cover. The partridge has become an emblem for the high concentration of endemic species of the Udzungwa Mountains National Park. At the same time there is a risk that this species could go extinct without notice if the Tanzanian authorities do not tackle two envisaged main drivers, namely fragmentation of the evergreen forest area over the last few centuries and current illegal hunting. Hence it seems crucial to allow natural expansion of its forest habitat in the Udzungwas and to eliminate hunting in the other forest within its recently known distribution where the population has presumably been extirpated. The partridge is remarkable as its closest relatives are in South-east Asia and it is used as a flagship species for the Udzungwas, which has one of the highest concentrations of endemic species on earth.

The giant anteater Myrmecophaga tridactyla is categorized as Vulnerable on the IUCN Red List, and is extinct in several locations as a result of environmental pressures. We present the first records of the giant anteater in the largest continuous expanse of the Atlantic Forest biome, in southern Brazil, highlighting its occurrence in the highlands of the Serra do Mar mountain range. During a camera-trapping survey of medium and large mammals we obtained two records of the species, one in 2013 and the other in 2014. These records from dense rainforest highlands indicate the importance of this environment for the giant anteater and highlight these areas as possible foci for future studies of the species. In addition, we present a review of the species’ occurrence in protected areas in Brazil, to provide a resource for the conservation of this species and for future re-evaluations.

Despite much effort to promote the conservation and recovery of threatened species, the extent of the current list of threatened vertebrates (> 7,600 species) underscores the need to develop novel communication and marketing tools to raise awareness and funding for their conservation. Although flagship species have been widely used in conservation marketing, the flagship role of extinct species has been largely overlooked and the status of lost species is rarely associated with the status of extant species facing a high risk of extinction. Some extinct species (e.g. the dodo Raphus cucullatus and the thylacine Thylacinus cynocephalus) are cultural and commercial icons and therefore familiar, and may appeal to the public as conservation flagships. We propose a wider use of extinct flagships to raise awareness for the conservation of threatened species by making a direct link between already extinct species and extant species at risk of extinction. We present examples of publicly recognized and iconic extinct species that could be used in marketing for the conservation of threatened species. These extinct species are familiar and may be readily linked to threatened species or species groups. We outline a roadmap for testing their appeal under the extinct flagship concept, through market research. If research identifies that a cognitive link is made between the fate of an extinct species (i.e. they went extinct from human causes) and what may happen to threatened species (i.e. they are at risk of extinction from human causes), extinct species may well have a wider role to play as conservation flagships.

Baird's tapir Tapirus bairdii is categorized as Endangered on the IUCN Red List and is considered rare and locally extirpated from most of its historic range in Costa Rica. We conducted camera-trap and track surveys at 38 forested sites in and around the San Juan–La Selva Biological Corridor in the Northern Zone of Costa Rica. Cameras were set along established game trails and natural funnels and operated for 14–38 days per site. Additionally, we documented tapir tracks at many sites. We used survey photographs and track presence to create detection histories to estimate the habitat and survey-specific variables that influence the probability of detection and the probability of occurrence of Baird's tapir. The two major protected areas within and adjacent to the corridor were most positively associated with tapir occurrence, and forest cover and native and exotic tree plantations were also positively associated with tapirs’ use of sites. Although the Baird's tapir is rare, our findings suggest that it is more resilient and better able to use available habitat in the fragmented corridor than previously thought. This is most likely a consequence of increased forest cover from reforestation and tree plantations and limited hunting pressure. Given its charismatic nature we recommend that Baird's tapir could be used as a flagship species for the San Juan–La Selva Biological Corridor, to raise local awareness about conservation and increase economic growth from ecotourism.

In marine environments, charismatic or economically valued taxa have been used as flagships to garner local support or international funds for the establishment and management of marine protected areas (MPAs). Seahorses (Hippocampus spp.) are frequently used as flagship species to help engender support for the creation of small community-managed no-take MPAs in the central Philippines. It is thus vital to determine whether such MPAs actually have an effect on seahorse abundance, reproductive status and size. A survey of seahorses inside and immediately adjacent to eight MPAs, and in four distant unprotected fishing areas, showed these MPAs had no significant effect on seahorse densities; although densities in and near MPAs were higher than in the distant fished sites, seahorse densities did not change over time. Seahorse size did show a marginal reserve effect, with slightly larger seahorses being found inside MPAs as compared to the distant unprotected fishing areas, but, in general, MPAs had little impact on seahorse size. Although MPAs may eliminate local fishing pressure, they may not reduce other threats such as pollution or destructive fishing outside the reserves. Other recovery tools, such as ecosystem-based management, habitat restoration and limits on destructive fishing outside of MPAs, may be necessary to rebuild seahorse populations. The effects of MPAs depend on species, as well as conditions outside the reserve boundaries. MPA management objectives must thus be clearly and realistically articulated to the communities, especially if support for an MPA was derived at least partly to conserve a particular flagship species.

Most large carnivores are secretive and threatened, and these characteristics pose problems for research on, and monitoring of, these species across extensive areas. Participatory monitoring, however, can be a useful tool for obtaining long-term data across large areas. Pumas Puma concolor and jaguars Panthera onca are the largest predators in the threatened Upper Paraná Atlantic Forest. To survey the presence of these two species we established a participatory network of volunteers and a partnership with researchers in the three countries that share the Upper Paraná Atlantic Forest (Argentina, Brazil and Paraguay). We trained participants in simple methods of collecting faeces and track imprints of large felids. Between 2002 and 2008 > 100 volunteers helped with monitoring, obtaining 1,633 records identified as pumas or jaguars across c. 92,890 km2. We confirmed jaguar presence in a large section of the Misiones Green Corridor in Argentina and in the largest protected areas of Brazil and Paraguay. Pumas exhibited a wider distribution, being recorded throughout Misiones province in Argentina and in some areas of Brazil and Paraguay where jaguars were not detected. Both species, and especially jaguars, were detected mainly in the few remaining medium and large forest fragments in this Forest. Although these carnivores are often in conflict with local people, their charisma and cultural significance makes them flagship species that motivated the participation of volunteers and institutions. Participatory monitoring allowed coverage of a vast area at relatively low cost whilst enhancing collaborative management policies among people and institutions from three countries.

In a case study of conservation planning by a conservation organization working at a continental scale we examine how WWF identified and prioritized its African elephant Loxodonta africana conservation activities. We (1) review lessons learnt from previous work, (2) identify priority landscapes using biological criteria (e.g. population size and viability) and institutional criteria (e.g. feasibility, sustainability and cost-effectiveness of WWF interventions), and (3) conduct a threat analysis and review of national and subregional action plans. We suggest that species action plans should use priority-setting criteria that focus on conserving the largest and most viable populations at the subspecies level. Clear definition of geographical priorities helps an organization focus its resources and assists monitoring. Species action plans should also take account of plans developed by governments and other stakeholders. Conservation agencies wishing to select which landscapes to invest in for a given species or subspecies could then consider institutional prioritization criteria, such as those used by WWF for the African elephant. This would allow them to invest pragmatically in conservation that has a higher chance of success than work planned solely through scientific analysis. Ultimately, however, no species action plan will succeed unless it has the resources necessary for implementation and the key stakeholders work together in partnership.

Flagship species are among key marketing tools used by conservation organizations to motivate public support, but are often selected in an ad hoc, rather than systematic, manner. Furthermore, it is unclear whether selected flagship species do motivate public support. This paper describes a multi-method exploratory study, carried out in Switzerland, which aimed to determine the selection criteria for flagship species and measure whether a species selected according to these criteria was able to motivate support. Fourteen representatives of international, regional and local conservation organizations were interviewed and the selection criteria for their flagship species were identified. A charismatic species (the great spotted woodpecker) that meets these criteria and an apparently less charismatic species (the clover stem weevil) were selected as treatments in a quantitative experiment with 900 respondents. Using conjoint analysis, it was found that both charismatic and uncharismatic species have the ability to positively influence public preferences for habitat variables that encourage biodiversity in urban landscapes. These results may be used by conservation organizations to assist in the selection of flagship species, and in particular for flagship species that are intended to perform a specific conservation function.

Increasing numbers of fee-paying volunteers now travel from the UK to work on conservation projects in middle and low income countries. The time and resources they commit have important implications for international conservation practice. This article provides an overview of this sector, comprising data on its size, value and key organizations. I map the scope of volunteer-led conservation in 2007 in terms of the countries, species and habitats prioritized for attention, and identify distinct geographical and taxonomic partialities towards particular taxa, countries and habitats. I outline how conservation priorities are established and reflect on two factors that help account for the identified partialities: the history and politics of international conservation and the cultural preferences of volunteers. In conclusion I argue that volunteering can help international conservation but is not a panacea for comprehensive efforts to protect threatened biodiversity.

East African blackwood is the common name for Dalbergia melanoxylon, the most valuable timber growing in the miombo woodlands of southern Tanzania, and a potential flagship species to justify conservation of this habitat. The population density, structure and exploitation of this economically and socially important species were studied in an area of southern Tanzania. Harvestable timber was found at a density of 1.03 m3 ha−1. Multi-stemmed trees, which have a lower marketable value, were more frequent in burned areas. Local people have a number of uses for the species but have replacements for all but its medicinal application. Felling licence and export figures are inconsistent but suggest that illegal harvesting is occurring. The implications of these results for the species' flagship status and options for community-based management are discussed.

Discoveries of new species and new records of species are the order of the day in Vietnam, a country with a high level of biodiversity and many areas still largely unexplored. In recent years many conifers have been discovered for the first time in the country, and this paper focuses on three of these. The Vulnerable Pinus krempfii is an endemic of exceptional scientific interest. The globally Vulnerable Taiwania cryptomerioides, a conifer of ancient lineage in the Cupressaceae previously only known to occur with certainty in Taiwan and the border region between Myanmar and China, is a new discovery for Vietnam, where it is Critically Endangered. The Critically Endangered Xanthocyparis vietnamensis, a new genus and species in the Cupressaceae, was described in 2001 and is restricted to limestone outcrops on the border with China. All three species are of high conservation concern due to their rarity and because of threats to their survival from expanding cultivation, felling and fires. We discuss the suitability of these three conifers as flagship species to promote forest conservation in Vietnam. We also discuss the problems involved in the protection of these species, and the efforts that are currently being undertaken to conserve them.

Over the last 50 years there has been increasing use of charismatic large mammals and birds as ‘flagship species’ to raise funds and promote the ethos of conservation. However, species chosen to appeal to donor and membership groups may not necessarily be considered popular among local communities. A growing recognition of the need to engage local communities in conservation makes them an increasingly important audience for information about conservation. In such situations an awareness of the local perception and value of different species is central to choosing effective flagships. Emphasising this, we propose 10 criteria for the selection of flagship species. We then describe three examples of local flagship species and assess their use against these criteria: the Asian elephant Elephas maximus for the conservation of landscapes in Aceh, Indonesia, the flying fox Pteropus voeltzkowi for forest protection on Pemba Island, Tanzania, and the ceiba or kapok tree Ceiba pentandra for the conservation of forests in Belize.