Despite being vital to the environment and humans alike, the vulture’s plight had largely gone unnoticed. To make matters worse, it’s a species with an unfair reputation.
For International Vulture Awareness Day, BirdLife South Africa wanted to focus the world’s attention on this overlooked bird. Based on the insight that it’s human nature to care for animals that are charismatic or majestic, we wanted to test the notion: “Would people care more if vultures were “beautiful” or new and exciting?”