The goal of this research project was to examine how different messaging techniques, and especially expressions of emotionality surrounding the loss and recovery of biodiversity, can differently influence public attitudes about conservation and the environment. This question was explored using the case of de-extinction, an emerging and controversial conservation technology. De-extinction claims to “resurrect” extinct species, challenging widely held notions of extinction as permanent. Yet seeing extinction as reversible may shift how people feel about biodiversity loss and our moral responsibility to stop it.