Sulawesi crested black macaques (Macaca nigra) are one of seven macaque species found only on Sulawesi. M. nigra are Critically Endangered and face a high risk of extinction; populations have declined by over 80% in under 40 years due to habitat loss and hunting for food as a delicacy. As an essential element of an integrated conservation programme, an education and awareness raising strategy throughout key areas identified as of high importance is vital for tackling the demand for bushmeat, whilst gaining support for protection of biodiversity and empowering local inhabitants to ultimately sustain the future populations.

In Minahasa wildlife consumption is popular, and monkey is considered a delicacy with a majority of hunting meeting demands as ceremonial food rather than for subsistence. Hunting rates have been demonstrated to be highly unsustainable, which has led to local extirpation of other species throughout Minahasa highlighting the strong requirement for immediate conservation action. A fundamental element of all conservation programmes involves increasing knowledge to as wide an audience as possible, of the species, the threats it is facing and potential ways to mitigate these. The provision of educational messages has been identified as a key factor in minimising the deleterious impact of consumption of bushmeat in other countries.

The capacity for positive attitudes and empathy towards nature within local communities in the region is well-recognised. The extraction of endangered species occurs as a consequence of market demands. Creating a sense of connection to the environment will contribute to a wide-reaching paradigm shift in value-belief norms to a New Environmental Paradigm (NEP): people viewing humans as integral elements of nature. Establishing a well-connected and carefully monitored awareness campaign through environmental clubs, seminars, community groups and events will facilitate the creation of a socially popular icon and in the long-term see the emergence of the macaques as a regional emblem, developing a deeper sense of recognition and pride in local flora and fauna. Sulawesi has extremely high species diversity and endemism, much of which is under threat of extinction. With a wealth of other species dependent on the same habitat, embracing the opportunity for M. nigra to represent a valuable flagship for conservation will help ensure the survival of the impressive biodiversity in this unique area.