Persuading the public to care about an elusive, “ugly” amphibian: Community participation and education in conservation of eastern hellbenders (Cryptobranchus a. alleganiensis)

We asked experts how to convince the public to care about the conservation of the eastern hellbender, an animal commonly perceived as “ugly.” They told us that the physical characteristics some may find strange can act as gateways to knowledge about hellbender biology and ecology. Questions about wrinkly skin, for example, open space for discussions about cutaneous respiration and water quality. Practitioners can also emphasize that hellbenders are indicators of stream ecosystem health as well as highlight their unique features and ancient lineage. However, it is important to know your audience. For example, when working with landowners with property alongside stream habitat, conservation actions such as establishing riparian buffers should be framed in ways that resonate with landowner values. While the public should typically be excluded from conservation practices that disclose population locations, there are still many avenues for inclusion in habitat protection and water quality improvement efforts.