That is an interesting point.

The nexus between large corporations, NGOs and real projects is becoming more and more disturbing. I feel corporations and NGOs are cherry picking projects which have an emotive quotient and have high brand recall value. Case in point is the Aircel "save tiger" campaign.

Today NGOs are more interested in the "awareness" campaigns. There is certainly nothing wrong in that. Unfortunately we have hit a literal plateau in our awareness drive. More active participation / partnership is the required.

It would be great if large corps pump in fund and resources to the actual battle front - to the forest officers, rangers etc. That serves better purpose than spending millions in buying prime time advertisement slots on TV.