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Social Change for Conservation The World Zoo and Aquarium Conservation Education Strategy
THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY TABLE OF CONTENTS
Credits
TITLE CITATION
Social Change for Conservation: Thomas, S (2020) Social Change for
The World Zoo and Aquarium Conservation Conservation: The World Zoo and Aquarium
Education Strategy Conservation Education Strategy; Barcelona,
WAZA Executive Office, 89pp
AUTHOR
Sarah Thomas, Ph.D. WAZA EXECUTIVE OFFICE
Head of Conservation Advocacy Carrer Roger de Llúria 2, 2-2
Table of
and Engagement, Auckland Zoo 08010 Barcelona
sarah.thomas@aucklandzoo.co.nz secretariat@waza.org
www.waza.org
Contents
LAYOUT AND DESIGN
Courtney Garrud IZE OFFICE
Graphic Designer, San Diego Zoo Global ize.centraloffice@izea.net
www.izea.net
COVER PHOTOGRAPHY
Front: Auckland Zoo Conservation Education. EDITORIAL ACKNOWLEDGEMENTS
© Auckland Zoo Debra Erickson
Back: Sumatran tiger cub. Amy Hughes GENERAL
© San Diego Zoo Global Dr Judy Mann Credits 02
Dr Madelon Willemsen
Foreword 04
COPYRIGHT The Auckland Zoo Team
© 2020 International Zoo Educators Association Executive Summary 06
and World Association of Zoos and Aquariums Recommendations 08
Commiting to Quality Conservation Education 10
Terminology 12
Outline of Chapters 13
Introduction 14
CHAPTERS
1- Building a Culture of Conservation Education 18
2 - Embedding Multiple Purposes of Conservation Education into Zoos and Aquariums 24
3 - Promoting Conservation Education for All 34
4 - Applying Approaches and Methods in Conservation Education 42
5 - Integrating Animal Care and Welfare into Conservation Education 50
6 - Prioritising Conservation and Sustainability in Conservation Education 58
7 - Optimising Training and Professional Development in Conservation Education 66
8 - Strengthening the Evidence of the Conservation Education Value of Zoos and Aquariums 72
APPENDIX
Bibliography 80
Acronyms and Websites 83
Glossary of Terms 84
Contributing Organisations 86
WZACES Recommendations Checklist 88
Mātauranga Māori conservation education session at Auckland Zoo.
© AUCKLAND ZOO
THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY FOREWARD
Foreword
Over the last 15 years, the World Association of Zoos and In collaboration with the International Zoo Educators As elected Chair of IUCN’s Commission on Education In its 2015 Conservation Strategy, WAZA endorsed
Aquariums (WAZA) has produced a number of influential Association (IZE), the World Association of Zoos and and Communication (CEC), I am always thrilled to see CPSG’s One Plan approach, promoting the consideration
strategies. In 2005, the Conservation Strategy was the first Aquariums (WAZA) is proud to share the World Zoo and a deep commitment to excellence in communicating of all populations of a species under all conditions of
to position zoos and aquariums as centres of conservation Aquarium Conservation Education Strategy. The ways conservation. The World Zoo and Aquarium Conservation management from the start of the conservation initiative.
excellence. It was followed in 2015 by the Animal Welfare in which we help people understand, experience, and Education Strategy truly manifests this understanding of I see Social Change for Conservation: The World Zoo
Strategy, which addressed the critical role of animal welfare. connect to nature remains crucial for the life our planet the power of education and culture in transforming the way and Aquarium Conservation Education Strategy as a
The 2020 Environmental Sustainability Strategy brought sustains. We work hard to inspire positive change in those the public supports conservation. Zoos and Aquariums marvellous interpretation and application, by IZE and
into focus the importance of environmental sustainability who come to us, and others that we are not shy to reach are gateways to the magic world of nature for many WAZA, of the One Plan approach; an application arguably
in zoological operations. Therefore, it’s fitting that the out to. We have learned how to carry out conservation around the world, and offer an incredible opportunity to more meaningful than the original in its potential to
International Zoo Educators Association (IZE) should education missions, and we continue to ensure our reach urban audiences and help shift their relationship increase humanity’s awareness of the values of biodiversity
now produce the World Zoo and Aquarium Conservation approaches are enlightened and underpinned by science. with conservation. This strategy is powerful in that it and the steps they can take to conserve it. The devastating
Education Strategy. This strategy highlights the critical As former chairman of the Education and Exhibit Design recognises that the enjoyment and pleasure afforded by decline in our planet’s biodiversity continues. The
role of conservation education in the work of zoos and Committee of one of our regional partners, EAZA, and as zoos and aquariums can be used to thoughtfully activate conservation community must face the fact that while
aquariums, and clearly demonstrates the interdependence someone who studied pedagogics as well, I am pleased to conservation action within the public at large. Imagine if we are doing valuable, impactful work, it is not enough,
of all four pillars of operation: Conservation, Welfare, have another tool to offer to our community. We thank all the hundreds of millions of people who connect with zoos and not fast enough, to move the needle. We must scale
Sustainability, and Conservation Education. We hope this the contributors who prepared this valuable document. We and aquariums each year also help conserve our planet— up our efforts. Conservation education, as defined in this
strategy generates support among leaders for conservation are sure that you will find this guide inspiring, and that you what a powerful outcome that would be! This strategy can insightful and ambitious document, is at the heart of these
education, inspires and guides educators, and ultimately will use it to further enhance and drive quality conservation help make this dream a reality. efforts and no community is better placed to take the
benefits people and our natural world. education in your organisation. lead than accredited zoos and aquariums. Social Change
SEAN SOUTHEY, CHAIR for Conservation not only defines the challenges but the
DEBRA ERICKSON, PRESIDENT PROF. THEO PAGEL Commission on Education and Communication aspirations and guidance needed to overcome them and,
DR. JUDY MANN, PRESIDENT ELECT WAZA PRESIDENT, 2018 - 2021 International Union for Conservation of Nature (IUCN) thus, transform how we value the natural world. It comes
International Zoo Educators Association World Association of Zoos and Aquariums not a moment too soon.
DR. ONNIE BYERS, CHAIR
IUCN, SSC, Conservation Planning Specialist Group
04 African penguins swimming underwater
© SAN DIEGO ZOO GLOBAL
THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY EXECUTIVE SUMMARY
Build a culture of conservation
education in their organisations.
Appreciate the range of authentic and
relevant purposes of conservation
education—such as creating connections
to nature, fostering empathy for wildlife,
Executive
capacity building, and motivating
pro-environmental behaviours.
Summary
Create strategic conservation
education plans with measurable
learning outcomes for diverse
audiences.
Grow audience reach while being
diverse, equitable, accessible,
Zoos and aquariums play and inclusive.
a critical role in building diverse
Design and deliver clear messages,
and sustainable futures for compelling content, and innovative
people and nature. programming.
Be optimistic and solution-focused
to relevant conservation and
Rapidly changing environments, a global pandemic, and environmental issues.
devastating biodiversity loss due to human activities make
this role increasingly important. Prioritise embedding principles of animal
welfare into conservation education.
Urgent, effective, and collaborative action is therefore needed to
change how people collectively think, feel, and act toward the
natural world. This context presents a unique opportunity for Optimise conservation education
zoos and aquariums to take a leadership position in contributing training and professional
to this social change for conservation. development opportunities for staff,
volunteers, and audiences.
Through its set of recommendations, Social Change for
Conservation: The World Zoo and Aquarium Conservation Strengthen the evidence of the
Education Strategy guides zoos and aquariums to achieve contributions, value, and impacts
educational and social outcomes crucial to their organisational of conservation education by
mission. It specifically calls on zoos and aquariums to: zoos and aquariums.
As the first unified global strategy on conservation education, Social Change for Conservation signifies an
extraordinary step-change for many zoos and aquariums. It affirms IZE’s (International Zoo Educators Association)
and the WAZA’s (World Association of Zoos and Aquariums) commitment to lead and support its members,
colleagues, and the wider zoo and aquarium community to build expertise, leadership, and capacity in quality
conservation education.
Conservation education at the Tisch Family Zoological Gardens in Jerusalem. © SHAI BEN AMI
06 07
THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY RECOMMENDATIONS
Recommendations
Lecturer introduces how to use
animal matured compost to
plant flowers. © TAIPEI ZOO
CHAPTER ONE CHAPTER TWO
Building a Culture of Conservation Education Embedding Multiple Purposes of Conservation Education
into Zoos and Aquariums
• The conservation education role of the zoo or aquarium
should be reflected in its written mission statement. Conservation education in zoos and aquariums should aim to:
• The zoo or aquarium should have a written conservation • Build knowledge and understanding about species,
education plan. This plan should outline the conservation the natural world, and zoo and aquarium contributions
education activities, how they apply to different types to conservation.
of audiences, and the strategic thinking behind the • Foster positive connections, emotions, attitudes, values,
plan’s design. and empathy toward species, the natural world, and zoos
• The conservation education plan should make specific and aquariums.
reference to how the zoo or aquarium has integrated • Promote awe, wonder, enjoyment, creativity, and inspiration
its mission and vision, as well as applicable national, about species and the natural world.
regional, and international policies and standards into its
conservation education. • Motivate pro-environmental behaviours, actions, and
advocacy toward species and the natural world.
• The zoo or aquarium should have appropriate facilities
to deliver its conservation education. • Develop scientific, technical, and personal skills connected
to zoos, aquariums, and biodiversity conservation. CHAPTER FIVE
• The zoo or aquarium should support staff and volunteers
• Conservation education should be an integral part Integrating Animal Care and Welfare into
involved in conservation education to be active in local,
of exhibit design. CHAPTER THREE Conservation Education
national, regional, and international conservation education
Promoting Conservation Education for All • The zoo or aquarium should comply with WAZA or networks and meetings.
• The zoo or aquarium should expand their reach and regional guidelines on animal-visitor interactions.
• The zoo or aquarium should support staff and volunteers
opportunities for people to learn about and get involved in • The zoo or aquarium should connect audiences involved in conservation education with the appropriate
conservation onsite, offsite, and online. to the principles of animal care and show how their continuous professional development and training to help
• The zoo or aquarium should be able to demonstrate organisation achieves high welfare standards for the meet their conservation education plan.
a range of delivery approaches in their conservation species in their care.
education programmes to cater to different audiences’ CHAPTER EIGHT
needs and diversities. CHAPTER SIX Strengthening the Evidence of the Conservation Education
Prioritising Conservation and Sustainability into Value of Zoos and Aquariums
Conservation Education
CHAPTER FOUR • The zoo or aquarium should collect and share a range
Applying Appropriate Approaches and Methods in • Conservation education in zoos and aquariums should of evidence to demonstrate how it is carrying out its
Conservation Education aspire to make conservation issues relevant to audiences’ conservation education plan.
• The conservation education plan should include a own lives and inspire people to take direct and indirect
• The zoo or aquarium should evaluate its conservation
specific reference to applying a cross-curricular approach actions for species, ecosystems, and communities.
education programmes at multiple stages using
with measurable learning outcomes to all aspects of • The zoo or aquarium should educate their audiences appropriate methods.
conservation education. about their conservation and sustainability work by
• The zoo or aquarium should aspire to conduct
• The conservation education messages should be based demonstrating their organisation’s direct and indirect
evidence-based research to demonstrate the effects
on scientific facts and theories. Where cultural, religious, contributions to conservation.
that conservation education in zoos and aquariums has
or alternative ideas are represented, they must be clearly
on people’s knowledge, attitude, and behaviours toward
indicated as such. CHAPTER SEVEN
the natural world.
Optimising Training and Professional Development
• The zoo or aquarium should present accurate and in Conservation Education • The zoo or aquarium should aspire to build partnerships
relevant information about the species, ecosystems,
• The zoo or aquarium should have at least one member with external organisations and academic institutions to
Hands on the soil - planting, growing and issues exhibited.
and learning to start over at Belo of staff with the necessary experience and qualifications conduct social research and evaluation projects.
Horizonte Zoo. © HUMBERTO MELLO
responsible for leading and implementing their
conservation education plan.
08 09
THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY COMMITTING TO QUALITY CONSERVATION EDUCATION
CHAPTER 3 CHAPTER 5
Promoting Integrating Animal
Committing
Conservation CHAPTER 4 Care and Welfare
Education For All into Conservation
Education
to Quality
Our commitment is to Applying Appropriate
understand the range Approaches Our commitment is to
of audiences and and Methods in develop conservation
Conservation
expand the reach of Conservation education techniques
conservation education Education that demonstrate
Education
of zoos and aquariums. respect for animals and
Our commitment
the high standards of
Our commitment is is to advance and
welfare they receive in
to promote diverse, innovate evidence-
human care.
equitable, accessible based approaches in
and inclusive conservation education Our commitment is to
The commitments listed below frame the key conservation education. in zoos and aquariums enhance the positive
that raise awareness, perception of zoos and
outcomes of this strategy. These commitments
connect people to aquariums through
and recommendations can be used by IZE, WAZA, quality conservation
nature, and motivate
other regional and national associations, and pro-environmental education.
individual institutions to understand and support the CHAPTER 6 behaviours.
conservation education role of zoos and aquariums.
Prioritising Conservation
and Sustainability in CHAPTER 8
Conservation Education
CHAPTER 7
CHAPTER 1 Our commitment is Strengthening
to facilitate, motivate, Optimising Training the Evidence of
and mobilise zoo and and Professional the Conservation
Building a Culture of
aquarium audiences Development Education Value of
Conservation CHAPTER 2
Education to act and advocate in Conservation Zoos and Aquariums
for biodiversity, Education
Our commitment is to Embedding Multiple environmental, and Our commitment
Our commitment is to is to maximise the
build a culture of quality Purposes of conservation-related
offer and support a wide
conservation education Conservation issues. opportunities for and
range of opportunities
at the heart of all zoos Education into Zoos build evidence of the
for professional
and aquariums. and Aquariums effects and impacts of
development and
training in conservation conservation education
Our commitment is to through monitoring,
education.
create clear, authentic, evaluation, and social
and relevant purposes research in zoos and
for conservation aquariums.
education in zoos
and aquariums.
10 11
THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY TERMINOLOGY AND OUTLINE OF CHAPTERS
Terminology However, conservation education, in its broader sense, can
include activities that make contributions to biodiversity
Outline of Chapters The strategy recognises the range and complexity of
conservation, environmental, and sustainability topics that can
conservation—such as education for sustainable be woven throughout conservation education. It advocates
It is essential to ensure a clear understanding of the key terms Each chapter in this strategy guides zoos and aquariums
development, biological, science or environmental education, for optimistic and solution-based approaches to catalyse
used within this strategy and explain the rationale behind to achieve each recommendation. It gives an overview of
ocean literacy, practical skills-based programmes, campaigns, social change for conservation (Chapter 6). It briefly outlines
these choices. Different words describe the programmes, the purpose of this strategy, and the scope of conservation
and interpretation. The words “learning,” “engagement,” the diverse development pathways and training opportunities
activities, and events within zoos and aquariums depending education in zoos and aquariums (Introduction). It describes
and “advocacy” are relevant, but as this strategy is globally that help to build capacity for success in staff, volunteers, and
on language, cultural, and organisational contexts. the need to build a culture of quality conservation education
inclusive, “conservation education” has been chosen as the their audiences (Chapter 7). Finally, the strategy focuses on
within individual organisations and the wider global zoo and
primary descriptive term. It can be translated across a wide research approaches that can strengthen the evidence of the
aquarium community (Chapter 1). It recognises and describes
range of languages while maintaining its underlying meaning. contributions, value, and impacts of conservation education
the core purposes of conservation education (Chapter 2),
by zoos and aquariums (Chapter 8).
to motivate and mobilise audiences into active
AUDIENCES
conservation advocates. The appendices include a bibliography on page 80 and
Throughout this strategy, the word “audiences” is used. glossary of terms on page 84. It has a recommendations
The strategy acknowledges zoos and aquariums are in a
This choice is a deliberate departure from the use of the checklist tool on page 88, which is a self-evaluation tool for
unique position to reach large, diverse audiences, while
word “visitors,” as most zoos and aquariums now reach a zoos and aquariums to audit their organisation’s conservation
highlighting the importance of being diverse, equitable,
multitude of individuals and groups in their conservation education against the strategy’s recommendations.
accessible, and inclusive organisations (Chapter 3).
education efforts. Using the term audiences helps to depict
It emphasises how quality conservation education should In the development of this conservation education strategy,
a more accurate representation of the range and diversity
be designed and delivered through innovative programming thanks are given to the IZE Board and WAZA Council for their
of human and social connections with zoos and aquariums.
and compelling content (Chapter 4), and critical factors that guidance throughout the strategic development process.
Zoo and aquarium audiences include, but are not limited to:
exemplify excellence in conservation education. It outlines Wider thanks and praise go to the hundreds of contributing
day visitors such as families and school children, participants
how animal welfare should be prioritised in conservation individuals and organisations. Over 350 individuals from 180
of outreach programmes, community projects, in situ field
education—first, concerning how animals are involved in institutions and 44 countries/regions (see page 86) shared
programmes and summer camps, annual pass holders, and
activities and interactions with audiences; and second, how to their ideas, enthusiasm, and expertise to shape this innovative
those that interact with the zoo’s or aquarium’s website and
One of our Ocean Experts delivering a communicate how zoos and aquariums care for their animals and inclusive global approach for conservation education in
social media platforms.
virtual tour to home education pupils.
and their contributions to biodiversity conservation (Chapter 5). zoos and aquariums of the future.
© OCEAN CONSERVATION TRUST
SPECIES
Animals have traditionally been the primary focus for zoos
and aquariums, as species in their care and through their
ZOOS AND AQUARIUMS conservation programmes. However, now many organisations
This document aims to be relevant, applicable, and useful to incorporate plants into their conservation programme
all zoos and aquariums. The scope includes safari and wildlife portfolios and into collection plans for their sites, and
parks, nature reserves, and other members of national and they acknowledge the crucial role that plants play in their
regional zoo and aquarium associations. The phrase conservation education efforts. To reflect the importance
“zoos and aquariums” is intentionally used throughout and inclusion of plants, where the word “species” is used,
this document to reflect that this strategy is as relevant to it explicitly represents both animals and plants.
aquariums as it is to zoos.
NATURE
EDUCATION The terms “nature,” and “the natural world” are used to reflect
The word “education” is used to mean education and the broad range of taxa and environments within a zoo or
learning in the broadest sense. It encompasses all learning aquarium’s conservation responsibilities. Noticeably, the
opportunities (formal, informal, and non-formal), experiences adjectives “good,” “modern,” “progressive” are often used
and activities for all ages and diversities of audiences. interchangeably to describe a level of quality in zoos and
Importantly, it is not confined solely to schools or education aquariums operating at a certain standard. These adjectives
focused only on children. are open to interpretation, and there is often confusion about
their parameters. Although these terms are deliberately
CONSERVATION EDUCATION excluded in this document, there is a clear intention that if
an organisation meets all the recommendations within this
The term “conservation education” is used to reflect
strategy, it can claim to be a good, modern, or progressive zoo
that biodiversity conservation should be at the core of
or aquarium. However, this is only with specific reference to
any educational activity delivered by a zoo or aquarium.
their conservation education.
12 00
Ramat Gan Israel. © RAMAT GAN SAFARI
THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY INTRODUCTION
The Sustainable
Introduction Development Goals
Protecting our Planet: World Association of Zoos
and Aquariums Sustainability Strategy 2020-2030,
links to each of the United Nations Sustainable 17 Goals for People, for Planet
Development Goals (SDGs). Many of this strategy’s
recommendations for zoos and aquariums involve The Sustainable Development Goals (SDG) are a
This strategy aims to support zoos and aquariums conservation education as a tool to support individual universal call to action to end poverty, protect the
and societal sustainable actions and change. SDG 4
to deliver quality conservation education as part planet, and improve the lives and prospects of everyone,
is specifically about quality education with the aim to: everywhere. The SDGs aim to secure a sustainable,
of their roles in biodiversity conservation
“
peaceful, prosperous and equitable life on earth for
everyone now and into the future.
The 17 Goals were adopted by all UN Member States
THE NEED FOR A WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY
in 2015, as part of the 2030 Agenda for Sustainable
Social Change for Conservation: The World Zoo and Aquarium Conservation Education Strategy was initiated Development, which set out a 15-year plan to achieve
ensure inclusive and equitable quality
by the International Zoo Educators Association (IZE) and developed in collaboration with the World Association the Goals. The commitment of zoos and aquariums to
of Zoos and Aquariums (WAZA). IZE is dedicated to expanding the educational impact of zoos and aquariums education and promote lifelong the SDGs has the potential to significantly contribute to
worldwide. Its members are guided by a mission to conserve biodiversity by encouraging pro-environmental
behaviours in people who visit zoos and aquariums. WAZA is a worldwide alliance of regional associations, national
“
learning opportunities for all the global achievement of these goals. The SDGs provide
aspirations for improving the world, and sustainability
federations, zoos, and aquariums dedicated to the care and conservation of animals and their habitats around the should be integral to how progressive zoos and
world. Despite conservation education being a long-standing core role for zoos and aquariums, it has, until now, aquariums lead, think, and act.
lacked a formalised and unified global strategic approach. This strategy acknowledges the relationship between Read Protecting our Planet: the WAZA Sustainability
conservation education and the existing WAZA strategies on conservation, animal welfare, and sustainability. Strategy for more details.
Together, these four strategies link to provide the foundation for how zoos and aquariums should operate, and
recognises the connectivity between these critical core responsibilities of all zoos and aquariums. Social Change for Conservation acknowledges that
individual organisations, and national and regional
zoo and aquarium associations have already given
In Committing to Conservation: The World Zoo and Aquarium Conservation Strategy (2015), significant attention to the strategic direction of
the commitment to conservation education is evident: conservation education in their specific contexts.
“
Several regional zoo and aquarium associations
have an existing suite of education standards and
guidelines. This strategy in no way aims to supersede
these efforts. Instead, it draws from their current
Zoos and aquariums have a duty to lead, support, and collaborate work to further raise the profile of conservation
with education programmes that target changes in community education globally. It aims to provide a unified
behaviour toward better outcomes for conservation. “ framework all zoos and aquariums can align with to
help deliver quality, consistency, and accountability
for conservation education throughout their
organisations.
The foundational framework used for this strategy
has already been implemented in over 400 zoos
and aquariums in nearly 50 countries. Launched in
Caring for Wildlife: The World Zoo and Aquarium Animal Welfare Strategy (2015), includes a chapter on the 2016, the European Association of Zoos and Aquaria
welfare aspects of conservation education and visitor interactions. In this chapter it states that:
(EAZA) Conservation Education Standards has
“
20 standards that have been embraced by EAZA
Members as a useful tool to audit, celebrate, and
further develop conservation education within their
organisations. Within this strategy, the 20 EAZA
Our commitment is to protect and enhance the welfare Conservation Education Standards have been
of our animals in all of their interactions with visitors modified to complement and include other existing
“
while we engage visitors in wildlife conservation. regional frameworks, and to align with the global
context of this strategy. The result is a set of 22 global
recommendations of good practice for conservation
education in zoos and aquariums.
14 15
THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY
A GLOBAL CALL TO ACTION
There is growing evidence demonstrating the link
between rapidly changing environments and human
activity. It includes the 2018 Living Planet Index (LPI) report,
the 2019 Intergovernmental Science-Policy Platform
on Biodiversity and Ecosystem Services (IPBES) report,
and several recent Intergovernmental Panel on Climate
Change (IPCC) reports. Collectively, they call for prioritising
timely, ambitious, and coordinated action to address
unprecedented and enduring changes to species, climate,
ecosystems, and communities.
There is clear evidence that biodiversity is deteriorating
at an alarming rate worldwide. Often described as the
sixth mass extinction, there are fears that three-quarters
of all species could disappear in the next few centuries.
Evidence shows that the planet has now entered the
Anthropocene epoch as human activity is now the primary
cause of changes to the Earth’s climate and ecosystems.
The “Dream tree activity” during Zoo Escola
As a result of an evident climate and biodiversity crisis, the teacher training. © SÃO PAULO ZOO
International Union for Conservation of Nature’s (IUCN)
Species Survival Commission in 2019 called for:
urgent and effective action to address
the unprecedented, unsustainable, and
“ exploring and expanding the definition, function, scope, and
audiences of their conservation education efforts. Evolving
conservation education to encourage and catalyse individual
Houston Zoo, Zoo Mobile program. © HOUSTON ZOO
behavioural and broader social changes should be a clear
growing impacts on wild species from CONSERVATION EDUCATION
future focus for zoos and aquariums. FOR SOCIAL CHANGE
human activities.
This strategy is motivated by the growing disconnect between Conservation education can be thought of as a multifaceted It is important to note that there are multiple ways to achieve
with specific reference to zoos and aquariums people and the natural world. This disconnection from and blended discipline. It is underpinned by aspects of many this strategy’s recommendations. The cultural, geographical,
nature, together with the increase in urgent and alarming cognitive, social, emotional, behavioural, and educational economic, and political contextual diversity within the global
to scale up their commitment environmental issues, can make people feel hopeless theories. It embraces elements of environmental education, community will influence the scale and focus of conservation
to species conservation. “ and disempowered. Zoos and aquariums provide unique
platforms to reconnect people with nature, build empathy
science education, interpretation, education for sustainable
development, and community engagement. It draws
education at each organisation. For example, individual
countries have different legislative and cultural expectations
for wildlife, and mobilise social change for people to on several approaches to behaviour and social change, for conservation education in their zoos and aquariums.
become powerful advocates for species, ecosystems, such as environmental and conservation psychology and Social Change for Conservation is a tool that helps to reflect,
and communities. social marketing. It is informed by the already established audit, and improve the conservation education provided by
SOCIAL DIMENSIONS OF environmental, science, and ocean literacy frameworks.
As well as being spaces where people can experience the all zoos and aquariums. It aims to guide zoos and aquariums
BIODIVERSITY CONSERVATION It is cross-curricular, interdisciplinary, and often takes place
richness of the world’s biodiversity, zoos and aquariums are to engage in critical thinking about their conservation
A recent paradigm shift in the understanding of the human social levellers. They attract and provide opportunities for in real-world contexts. It can be delivered by individual zoos education initiatives to drive better outcomes for conservation.
and social dimensions of biodiversity conservation highlights all cultures, faiths, demographics, and generations. Globally, or aquariums, or through multi-organisational collaborative This global strategy raises the profile and standards of
the important part that people and their actions play in the hundreds of millions of people visit and connect with zoos partnerships with other zoos, aquariums, nonprofits, schools, conservation education in zoos and aquariums. It helps frame
conservation landscape. This is further reinforced by the and aquariums annually. These large and diverse audiences and community groups. Essentially, there is no one way conservation education as an organisation-wide endeavour
“One Health” approach that recognises the health of people provide a huge potential reach for messages and to catalyse to design, deliver, and evaluate conservation education. to leverage support and involvement from all levels of
is closely connected to the health of animals and their pro-environmental behaviours that positively impact the However, this strategy will help frame and expand on some staff and volunteers.
shared environment. Like many conservation organisations, natural world. With a broad scope and diverse audiences, of conservation education’s core components. The document
zoos and aquariums are furthering their understanding that zoos and aquariums need to further invest in conservation is not designed to be an in-depth operational or practical
conservation of species has human and social behavioural education resources, capacity, and expertise to ensure that guide. It intentionally excludes the finer details of the theory,
challenges and therefore should be tackled with behaviourally the right messages reach the right audiences to leverage research, practice, and policies connected to
informed solutions. Consequently, zoos and aquariums are social changes and conservation outcomes. conservation education.
16 17
THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY CHAPTER ONE
Two Kindergarten kids play with magnifying glasses while on
excursion at Healesville Sanctuary. © CORMAC HANRAHAN
CHAPTER ONE
Building a Culture
of Conservation
Education
Our commitment is to build
a culture of quality conservation
education at the heart of all
zoos and aquariums.
18 19THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY CHAPTER ONE
Recommendations when conservation education was solely confined to formal
sessions delivered by educators in an education department.
Tied to the culture of quality conservation
education, zoos and aquariums should “walk the CASE STUDY
• The conservation education role of the zoo or aquarium Zoos and aquariums will benefit from this holistic approach, talk.” This means they must commit to the same
should be reflected in its written mission statement. as key conservation education messages can be consistently actions and behaviours they ask of their audiences.
• The zoo or aquarium should have a written conservation
delivered and amplified across the organisation. For example, conservation education initiatives Conservation Education
education plan. This plan should outline the conservation
often ask audiences to make pro-environmental
choices in consumer behaviours, such as in their
Plan, a hands-on,
education activities, how they apply to different types
decisions on purchasing plastics, palm oil, wood, minds-on and hearts-on
of audiences, and the strategic thinking behind the
plan’s design.
or seafood. Zoos and aquariums should pay equal based strategy
CASE STUDY attention to their own procurement and use of these
• The conservation education plan should make specific resources as outlined in WAZA’s Protecting our
reference to how the zoo or aquarium has integrated Planet strategy. Zoos and aquariums will only be
its mission and vision, as well as applicable national, Love, Care, Protect, credible and trusted voices if they can demonstrate
regional, and international policies and standards into its Together – A value-driven their commitment to the issues they advocate to
conservation education.
approach to visitor
their audiences—with action.
• The zoo or aquarium should have appropriate facilities
engagement and advocacy
to deliver its conservation education.
Conservation
Education Plans
• Conservation education should be an integral part
of exhibit design. Conservation is about people and how they view and value
nature. Wild Planet Trust, UK developed an Interpretive
Strategy that works alongside the knowledge base, To help build a culture of quality conservation
Introduction perceptions, and values of guests to develop meaningful education requires the creation and implementation
engagement and involvement. The approach centres of a written strategic conservation education plan.
Strengthening the culture of quality conservation education around four core statements and messages that guests This plan should:
is critical for zoos and aquariums. A strong culture within and can tangibly relate to, identified by repeated straplines, • Use the recommendation in this strategy as the
between zoos and aquariums promotes quality, consistency, keywords, and logos that appear on all signage. The basis for the conservation education plan.
and accountability. Catalysing a culture for quality messages take a logical four-step approach - engage the
• Outline the philosophy and commitment of the
conservation education requires the whole organisation guest (love); allay their concerns (care); show them what
organisation to design, deliver, and evaluate
to embrace a collective responsibility to deliver effective Wild Planet Trust are doing (protect); help them to join
quality conservation education.
evidence-based messages and provide a solutions-based (together) - with all of the interpretive content relating to one
approach to critical conservation issues. or more of these themes. Guests can understand the ethos • Describe the different activities and how they
of Wild Planet Trust as a conservation charity and can see apply to diverse audiences.
that the conservation issues discussed are relevant to,
Organisational
Inspiring audiences at the Zoo. © LISBON ZOO
• Highlight the theories and strategic thinking
and impacted by, their day to day actions at home.
behind the plan’s design.
Approach • Refer to the importance and relevance of
Lisbon Zoo’s (Portugal) conservation education mission
is to inspire and encourage different types of audiences,
indigenous science, knowledge, and cultures.
Conservation education is widely recognised as a core inside and outside the Zoo, to change behaviours in
role of a zoo or aquarium, regardless of the organisation’s • Demonstrate the need and benefit of favour of protecting biodiversity through cognitive,
business model. As such, conservation education should partnerships between zoos and aquariums, other emotional and behavioural goals. Building a Conservation
be reflected in the organisation’s mission statement. This conservation organisations, and communities. Education Plan (CEP) is the result of strategic planning
gives a clear signal to staff, volunteers, external audiences, and reflects the philosophy of the institution. Lisbon
• Link and align to broader conservation efforts and
and stakeholders of the zoo or aquarium’s commitment to ZOO CEP dates from 2008 and is updated annually
the organisation’s mission, vision, and strategic
conservation education at the highest level. according to the Portuguese National Curriculum,
plans.
The responsibility for conservation education should be Sustainable Development Goals, EAZA Conservation
• Draw on and include applicable state, national, Education Standards. It includes a quality conservation
embedded at all levels across the organisation. From
regional, and international policies and education framework reflected on more than 50 different
directors to animal care specialists/zoo keepers and
standards—such as national school curriculums, programmes and activities, exhibition contents, key
aquarists, from retail staff to conservationists and researchers,
the Ocean Literacy Framework, and UN learning outcomes, and evaluation methods, but is also
connecting to audiences through conservation education
Sustainable Development Goals. open to creating innovative learning scenarios.
should be part of the culture, mindset, and responsibility of
Consistent use of simple straplines, icons, and keywords
all staff and volunteers. Different roles and departments can
underpin our approach to interpretation and help to convey
fulfill this responsibility in diverse ways. Gone are the days meaningful messages that visitors can relate to and engage
with. The content of our signs and interpretive panels always
relates to one of the core statements shown above.
© WILD PLANET TRUST
20 21THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY CHAPTER ONE
A strategic planning process will help decide the scope and
purposes of conservation education, outline priorities, map
conservation education plan. Their responsibility is to create
and ensure the correct implementation of the conservation Quality in Challanges
out intended outcomes, and allocate resources. It can help
develop quality frameworks and build theoretical models
education plan throughout the organisation. Conservation Education There are global differences in how much institutional
All operational aspects that include elements of conservation attention, resources, and profile conservation education
of change for programmes and audiences. It can drive Zoos and aquariums should embrace the notion of quality
education, such as exhibit design, interpretative planning, and is given. Shifting organisational cultures that position
evaluation and social research agendas and ignite innovative in how they create, deliver, and evaluate their conservation
institutional collection planning should involve staff who have conservation education at the heart of a zoo or aquarium
practices. The plan should provide a clear roadmap across education. This can involve developing a quality framework
the appropriate conservation education qualifications and could be perceived as a challenge. It requires organisational
the organisation to ensure a culture of governance, quality, as part of a conservation education plan. This kind of
experience. Integrating conservation education throughout leaders to acknowledge conservation education as one of,
consistency, and accountability for all conservation education. framework will underpin each activity to ensure quality for all
these operational aspects can ensure consistent messaging if not the, most important roles to champion within their zoo
conservation education efforts throughout the organisation.
Zoos and aquariums should have at least one member of and more effective implementation of the conservation or aquarium. More specifically, leaders need to support the
staff with the necessary experience and qualifications to education plan throughout the organisation. notion that zoos and aquariums should drive social change
lead their conservation education efforts. They should work
with colleagues across the organisations to develop their
Facilities and and behavioural solutions to conservation issues through
their conservation education efforts.
Infrastructure Conservation education is still emerging as a recognised
profession, requiring a high level of skills and expertise.
Zoos and aquariums should invest in appropriate facilities and
There is a widely reported lack of consistency in the level
infrastructure to deliver quality conservation education. Every
of recognition and remuneration for skilled conservation
zoo or aquarium has a wide variety of spaces and places that
education workers. It remains an unpredictable career path, as
are suitable for self-led conservation education experiences.
many individuals leave the field challenged by lack of work-life
OCEAN LITERACY: ITS HISTORY AND ITS FUTURE Other onsite facilities include outdoor nature play spaces,
DEFINITION AND HISTORY OF OCEAN LITERACY
balance or inequitable opportunities for professional growth
indoor classrooms, laboratories, and flexible teaching spaces.
CASE STUDY and the ability to move into senior leadership positions.
1 Examples of offsite conservation education facilities include
field studies sites, nature trails, community spaces, temporary The responsibilities of staff and volunteers involved in
The essential principles of Ocean Literacy
The Ocean Literacy outdoor learning spaces, and schools. Online facilities
include digital learning portals, marketing materials, websites,
conservation education have shifted away from being solely
educational to include a focus on behavioural, psychological,
Framework 1. The Earth has one big ocean and social media platforms. Facilities and infrastructure for and social changes for nature. Thus, those working in
with many features conservation education vary depending on the individual site, conservation education require new skills and training in
Ocean literacy is defined as an understanding of the budget, and operating structures. Importantly, all facilities areas such as conservation psychology, social marketing,
ocean’s influence on people and people’s influence on need to be in good working order, comply with relevant and social research.
the ocean. An ocean-literate person:
2. The ocean and life in the ocean shape health and safety legislation, and be fit for the purpose of the
the features of the Earth conservation education they host.
• can communicate about the ocean in
a meaningful way; and 3. The ocean is a major influence
on weather and climate
• is able to make informed and responsible
decisions regarding the ocean and its
resources. 4. The ocean makes the Earth habitable
The Ocean Literacy Principles were developed in
2002 using the collective intelligence of over 100 5. The ocean supports a great diversity
teachers, scientists and education policymakers. of life and ecosystems
Each principle has a “flow” of related concepts that
become gradually more complex. The principles offer
6. The ocean and humans
an excellent framework for formal and informal learning
are inextricably interconnected
programmes and enable clear learning outcomes to be
developed and evaluated.
Ocean literacy is now a global movement with networks 7. The ocean is largely unexplored
in Asia, Europe, North and South America, Canada, and
Australia. There is a clear role for zoos and aquariums
in providing access to authentic and compelling Table 1. The essential principles of ocean literacy
‘Ocean Literacy for All – A toolkit’
ocean experiences and learning programmes that can © UNESCO-IOC
IOC - OCEAN LITERACY FOR ALL 19
strengthen the learner’s connection with the ocean.
22
Children learning about shoebill. © UWECTHE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY CHAPTER TWO
Zoo Intern Program teens build interpretive and leadership skills as they
engage guests in hands-on activities. © LINCOLN PARK ZOO
CHAPTER TWO
Embedding
Multiple Purposes
of Conservation
Education into
Zoos and Aquariums
Our commitment is to create
clear, authentic, and relevant
purposes for conservation
education in zoos and aquariums.
24 25THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY CHAPTER TWO
Recommendations Introduction changes to how people think, feel, and act toward species
and the natural world. Less well understood by zoos and
methodology. Long-term goals, links, and assumptions can
be outlined, and outcome pathways mapped out. Theories of
Conservation education in zoos and aquariums The “What” and “How” of conservation education are the aquariums is what they are trying to change, who their target change are useful tools to explain how and why the desired
should aim to: various activities, events, and programmes. These are audiences are, and how they will know that these changes changes are expected and intended. A theory of change is
explored further in Chapter 4. Here, the purposes or the have happened. Zoos and aquariums should invest in created with clear goals in mind, and usually before a delivery
• Build knowledge and understanding about species,
“Why” of conservation education in zoos and aquariums developing message frameworks that connect stories and method has been decided. Logic models are another tool to
the natural world, and zoo and aquarium contributions
are described. Each zoo and aquarium is unique, with its messages to conservation education aims and outcomes. help to map out the components of a specific programme.
to conservation.
own geographical, social, economic, and cultural context. These should describe and link how the effects and impacts These models help to show the relationship between
• Foster positive connections, emotions, attitudes, values, Regardless of the size, budget, and business operating model, of the conservation education that is delivered contributes to resources, inputs, activities, outputs, outcomes, and impacts.
and empathy toward species, the natural world, and zoos the core purposes of its conservation education should be social and conservation outcomes. Creating logic models can help zoos and aquariums visualise
and aquariums. consistent, to enable outcomes that drive social changes that their conservation education activities. They can describe
Zoos and aquariums should map out, critically think about,
benefit people and nature. what they hope to achieve and what they need to do to deliver
• Promote awe, wonder, enjoyment, creativity, and and explore the various pathways of change catalysed
successful programmes. They show the components of
inspiration about species and the natural world. through their conservation education. Using a “theory
conservation education and help to ensure that activities lead
Theory of Change
of change” model can be a helpful outcome-based
• Motivate pro-environmental behaviours, actions, and to the intended outcomes and impacts.
advocacy toward species and the natural world.
Conservation education is a multifaceted discipline with
• Develop scientific, technical, and personal skills connected
a range of core purposes. These purposes centre around
to zoos, aquariums, and biodiversity conservation.
CASE STUDY
The Bronx Zoo’s Youth Employee Advisory Council
Example of using a theory of change
in conservation education
Inputs Activities Outputs Outcomes
>600 youth employees at the Recruit youth employees 90 youth employees participate Youth Employees
San Diego Zoo Global’s (USA) CARE Conservation Engagement Roadmap is a Theory of Change that outlines
Bronx Zoo (30/year)
Develop transferable
how different types of experiences can be used in combination to promote conservation-related caring,
Idea Generation professional skills understanding, intent to take action, and action.
Robust process for tracking,
Dedicated team, including Foster a sense of commitment
Provide mentorship to identify developing, and implementing
department leadership and a to the zoo’s mission
problems and solutions ideas
program manager
Implement process for Gain exposure to career options
recording ideas 900 ideas generated
and capitalize on opportunities GREATER CONSERVATION IMPACT*
Experience facilitating youth for advancement at the zoo.
initiatives Establish meetings to review
ideas GOAL INCREASED MOTIVATION INCREASED INTENT ACTION
90 ideas implemented
WCS Operations S
Identify actionable ideas for TOOL
Idea driven organization model implementation Establish a culture of innovation
15 workforce development that embraces feedback from
meetings (5/year) 1
youth employees Care
Inspiring experiences KEY
Workforce Development more
Funding Logic model for the with wildlife
Create permanent change to
Provide job skills training 70% of members return to work operations, including increased Bronx Zoo’s Youth
at the zoo the next year efficiencies and visitor and Employee 2 Measurable outcomes
Provide mentorship in career employee satisfaction
Advisory Council. Learning experiences
Understand more
Want to take
development about wildlife and
50% of members diversify their Increase retention of dedicated LOGIC MODEL conservation
action (general)
Causal links
roles at the zoo and talented employees CREDIT:
CASE STUDY Su-Jen Roberts 3
Learning experiences Know what they Want to take
Examples of using logic models in
promoting specific can do
actions action (specific)
conservation education programs 4
Positive engagement
Want to take
action (in the Take action
moment) (in the moment)
This logic model is for the Bronx Zoo’s (USA) Youth Employee Advisory Council (YEAC), a three-year pilot program
launched in 2017. The Bronx Zoo’s YEAC is a small group of front-line staff members who are invested in making 5
Assistance that
Take action
(in the moment
their workplace better for themselves and visitors. The program makes real change to business operations and removes barriers and/or later)
workplace culture, while providing career development and mentorship to youth employees. 6a
Reinforcing and Sustained action
Program leads convened stakeholders from across WCS (Wildlife Conservation Society) departments to co-develop supporting
relationships
target outcomes and work backward to develop the detailed activities, outputs, and timeline. Stakeholders return to FIGURE 2 * A complementary enhancement strategy (Tool 6b) can further increase benefits: leverage audience action for
the logic model annually to remind themselves of the goals of the program and report on progress against activities, Pathways toward conservation change.
s
change at higher levels; expand audience by working with communities or empowering partner institutions
outputs, and outcomes.
The CARE Conservation Engagement Roadmap, San Diego Zoo Global. © EMILY ROUTMAN ASSOCIATES (2020)
26THE WORLD ZOO AND AQUARIUM CONSERVATION EDUCATION STRATEGY CHAPTER TWO
Purposes Cognitive Purpose CASE STUDY
Conservation education covers many topics and themes. There is a host Building knowledge and understanding remains a
of possible intellectual, social, emotional, and physical well-being aims and fundamental purpose of conservation education in Combining practical
outcomes for activities, programmes, and events delivered in zoos and zoos and aquariums. This purpose helps audiences work with
aquariums. Therefore, a range of cognitive, social, emotional, inspirational,
behavioural, and skills-based purposes should be considered and included.
to know and understand more about topics ranging
from individual animals, species, and ecosystems
situation-based
This approach promotes a more diverse suite of outcomes and moves away from to ex situ population management and biodiversity discussion: building
the traditions of solely providing a lot of information and facts to audiences. The conservation. In addition, zoos and aquariums should the foundation of
empathy in preschool
following five purposes are not hierarchical but are interlinked, and they provide build audiences’ knowledge and understanding of a
a useful way to conceptualise the multiple core purposes for conservation range of complex conservation, sustainability, and
education in zoos and aquariums. environmental issues.
Building an understanding of nature in its broadest
sense is an essential tool to help audiences know
more, and think differently and critically about zoos,
aquariums, and critical global issues. Many audiences
Diagram of the
do not know about the full range of “work zoos and
Develop scientific, Build knowledge range of purpose
technical, and and understanding aquariums do” for species care, animal welfare, and
in conservation
personal skills contributions to biodiversity conservation. Conservation
education (informed
education should continue to build audiences’
by the Arts Council
knowledge, understanding, attitudes, and positive
England “Inspiring
perceptions of zoos and aquariums as authentic
Learning for All”
The purposes conservation organisations.
of conservation framework for
Motivate education in zoos and generic learning
Foster positive
pro-environmental
behaviours, actions,
aquariums are to: connections,
emotions, attitudes,
outcomes).
Affective Purpose
and advocacy values and empathy Zoos and aquariums should aim to design experiences
that encourage audiences to spend more time outside.
Experiences in nature help develop emotional and
physical well-being. They connect people emotionally to
Promote awe, wonder, the natural world, and to other people, and encourage
enjoyment, creativity,
personal reflections. Conservation education can help
and inspiration
audiences feel connectedness, interdependence, and
a part of the global “socio-ecological system.” They can
(COGNITIVE PURPOSE) feel intrinsically part of nature, as just one species living Helping with cleaning the European bison (Bison bonasus)
enclosure, while talking about what they eat…..and what
Build knowledge and understanding about species, the natural world, on this planet, not separate from the natural world. comes out! © BORÅS DJURPARK
and zoo and aquarium contributions to conservation. Zoos and aquariums should aim to foster respect and
empathy for wildlife, and promote the intrinsic values
(AFFECTIVE PURPOSE) Borås Zoo, Sweden combines practical husbandry work
of nature, pride, guardianship, love, and compassion
Foster positive connections, emotions, attitudes, values, and empathy with discussions about different animals where children
toward nature. Audiences should feel a sense of
toward species, the natural world, and zoos and aquariums. identify and discuss the animal’s emotions. The scenarios
responsibility as global “environmental citizens”; to look
and images were developed by Animal Welfare Sweden,
(INSPIRATION PURPOSE) after, care about, and care for species and the natural
together with an Ethologist and Psychologist to help
Promote awe, wonder, enjoyment, creativity, and inspiration about world. Resilience and optimism should be nurtured to
children develop their empathy.
species and the natural world. keep audiences hopeful and positive, despite a rapidly
changing global environment. Through these affective The children also learn about the animals they are
(BEHAVIOURAL PURPOSE) learning pathways, zoos and aquariums can enhance working with, basic biology and the threats they face in
Motivate pro-environmental behaviours, actions, and advocacy people’s biophilia—namely their love, respect, and the wild. Outcomes of this programme include teaching
to support species and the natural world. care for nature. children about empathy and respect, the need for
(SKILLS PURPOSE) conservation and what they can do themselves at home
Develop scientific, technical, and personal skills connected to zoos, or in their classroom to preserve biodiversity.
aquariums, and biodiversity conservation. For example, raising funds by recycling cans and
donating to conservation programmes.
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