This phase involves conducting a nationally representative survey (n=1,200) to assess the degree to which members of the public feel included in conservation efforts. This information is used to inform focus groups to assess how strategic anthropomorphic animal imagery (SAAIs) might be used to promote greater access and inclusion in conservation. Desired outcomes of this project are to generate scientific data to inform conservation work, to identify depictions and frames of animals that activate empathy, and to broaden perceptions of inclusion within conservation organizations. The project aims to address biodiversity loss, which has implications for national security, food security, disease control, and climate change mitigation.