The campaign continues to have the hydro project killed off.

Many Chinese are familiar with wildlife in Africa thanks to TV programs, and, it is important that they learn more about native species such as green peacocks, Gu says.

"China has rich biodiversity. Scientists and the general public should pay more attention to these wild animals in our own country and give them better protection."

Besides protecting the important habitat, Gu has also worked with environmental organizations to cultivate more public awareness of the species. Friends of Nature has initiated activities such as children's painting competitions to promote awareness of the species, public service advertisements have been put up in the Beijing subway, and lectures and art competitions with a green peacock theme have been held in cities.

Zhang Boju, secretary-general of Friends of Nature, says: "Some years ago people knew that pandas needed to be protected, and other species like the snow leopard have become animal stars and gained public attention in recent years, too. Green peacocks should be on that list."

Zhang suggests that more support from government departments is critical if the species and its habitats are to be protected in the long term. Better protection, including clearer guidance for practice and professional management of natural reserves and ecological red zones, is also needed, Zhang says.

It is imperative that local governments find a way to balance long-term ecological protection and economic growth, he says.

For example, in recent years the Konglong River Nature Reserve, a county-level nature reserve for green peacocks in Shuangbai county of Yunnan, founded in 2003, has shrunk three times, losing 8 percent of its total original acreage, to make way for economic development in recent years.

The species also faces other threats like poaching. For example, infrared cameras placed outside the Konglong reserve by researchers have captured images of poachers at work. Local communities have traditionally hunted the bird and are unaware that it is a nationally protected animal.