The elusive southern river otter (Lontra provocax; huillín in Spanish) is critically endangered in the Argentine portion of Tierra del Fuego, and low social awareness may be one of the major threats to its conservation. Our survey of local residents’ knowledge and valuation of the huillín showed that only 14% recognized photographs of the species, almost half did not know that it is endangered and most erroneously thought it was an introduced species. Greater knowledge about the huillín was related to higher respondent education levels. Younger and more knowledgeable residents valued the species more for ecological and relational reasons; its instrumental value was considered least important. More communication should be targeted at older people and groups not directly interacting with nature via informal education methods, including combining positive messages about the huillín and other native species with ongoing outreach efforts warning about biological invasions. Understanding perceptions and valuations of biodiversity can make conservation efforts more effective and inclusive.
