The article is actually pretty good, but the title and framing device are a really big turn-off and do exactly the opposite of what the reporter's point is, which is build awareness for how cool and important these animals are.
The real trick is how do you build awareness and support for species like these beyond a flawed BBC article that probably does as much damage as it does good? ZSL's EDGE program is a good concept, but ultimately meaningless unless they can make it relevant to the general public, not just animal nerds.