In conservation biology, flagship species play the role of cute puppies:

These species are chosen for their vulnerability, attractiveness or distinctiveness in order to best engender support and acknowledgment from the public at large. Thus, the concept of a flagship species holds that by giving publicity to a few key species, the support given to those species will successfully leverage conservation of entire ecosystems and all species contained therein.

This is fighting a bias with a bias: people do not care as much as they should about conservation while they care too much of cute puppies. Science in general could adapt this technique: use "popular" subjects to attract funds to "good but unpopular" subjects.

If this is too much of the "dark side" for you, umbrella species might be more appropriate.