The Global Environment Facility (GEF), along with the World Bank, the IUCN and Belgian NGO Noe Institute, has started the "save your logo" campaign to convince corporations to save those threatened species on whose backs they built their brands and made their profits. The campaign will leverage companies that use species as logos for their brands, like Lacoste. Gustavo Fonseca, natural resources team leader at the GEF gave a lowdown of the campaign to IPS TerraViva.

Q: Was there any ecological goal in mind while using these logos?

A: Not really. But, a lot has been accrued in terms of corporate and brand value by deriving from nature, so it's a good time for corporations to give back a bit of what they got through that. Those interested in participating will make sure the species that are associated with their brands, such as Lacoste's crocodile, will be a target for the fund. Even the local populations will be helped by such an initiative.

Q: How do you plan to convince corporations to participate?

A: By putting money on the table. We and the World Bank are putting five million dollars each to create a seed fund that will attract private sector investments for species conservation. We already have the largest ad agencies in Europe taking a part of this, and they have several corporate clients interested in joining in.
Q: How will you make sure they won't only protect the species they are interested in?
A: The model doesn't allow corporations to decide on investment priorities. Of course, if you are a corporation and you contribute significantly, you can have a seat at our council and help us think what are the best strategies.

Q: Won't the international financial crisis mean businesses will have other priorities?

A: This will affect everything, but one of the things that endure in periods of economic depression is companies having to promote their products.

Q: Do you believe that companies are truly concerned about their green credentials?

A: I believe so. They need to have a differential in the competitive corporate environment, and consumers sometimes make decisions based on corporate responsibility. As corporations develop green departments and internal programmes to clean their supply change, their own internal culture starts to change.

Q: NGOs fear these partnerships may go against their interests.

A: We will need to address the performance of companies to see whether there's a genuine willingness to act on behalf of species and if they are willing to provide the money without strings attached.