A reflection on motivating community action to protect an endangered species using marketing

Purpose This paper aims to describe a case that has worked with community aiming prevent koala deaths and injuries across known causes including dogs. Design/methodology/approach Over 6½-year period, project team applied the Co-create–Build–Engage (CBE TM ) process initially delivering proof-of-concept pilot programme for one threat faced by koalas, which was later scaled citywide delivery. approach is now being extended 12 local government areas, author’s working all preventable threats koalas’ regionwide. Leave It nested as behaviour change in wider delivered Southeast Queensland, partnership Queensland Government, groups other organisations. Findings Underpinned pathway impact CBE processes, this describes how 3½-year reduced from dog attacks 40% Redland City Council area. A reduction will contribute measurable increase population successive generations lasting impact. Research limitations/implications provides an overview of links between inputs, activities, outputs outcomes Robust data needed precisely measure over time. Practical implications One female joey saved equates seven new koalas next generation prevention can be achieved when people motivated take action. Originality/value reflects on 6½ years experience applying marketing deliver changes people’s protect koalas. high-level strategic operational efforts have been continue described.