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• Natasha Silva• Senior Educator• Artis Royal Zoo, Amsterdam

• What is Natura 2000, aims & problems

• What is Artis, aims, impression, network

• Natura 2000 and zoos > Europe Naturally

• Europe Naturally, aims, target-groups, resources, phases

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Europe Naturally

• Pilot project

– Artis Zoo & Dutch Ministry of Agriculture, Nature and Food Quality

– Raising Awareness– Start in the Netherlands– Later Europe– Natura 2000 objectives– Engage EU citizens > broad and varied zoo public

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What is Natura 2000?

• Centrepiece of European nature & biodiversity policy

• European network of nature protection areas

• Privately owned land, sustainably managed

• All European Member States

• Original Dutch initiative

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What are the aims of Natura 2000?

• Maintenance & recovery of biodiversity

• Survival of species & habitats

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Natura 2000 problems

• Complex subject

• Communications problems

• Considerable negative publicity

• Little positive public awareness about project

• Information provision to citizens

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What is Artis, Royal Zoo Amsterdam?

• One of the oldest zoos in the world• 1.2 million visitors annually• In the heart of Amsterdam• High cultural-educational value• Non-profit + recognised charity organisation• Recreation• Nature conversation• Research

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Artis, educational zoo• Large & varied public

• Education (formal & informal / self-directed)

• Complex topics (interconnections / interdependencies)

• Attract & inspire

• Wonder, appreciation, relevancy

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Visitors and Natura 2000

• Visitors are open• Because of context• Information about Natura 2000• Logical addition• Inform• Discuss actively• Share thoughts• Form an opinion

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Artis Zoo’s Network• Increased cooperation • Universities• Organisations; WWF, Ministries, NM, Landscapes; Laag Holland

• Commerce, companies, sponsors• NVD, EAZA, WAZA

– Breeding programmes– European campaigns– Experience & Learning– Education, marcom, PR, fund-raising

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Natura 2000 and zoos• Zoo as a platform• Nature- and environmental education• Breeding- and reintroduction programmes• Concentration of educational resources• Audience of millions• Living creatures• Attractive Ambassadors of the message

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Europe Naturally

• Zoos attract public• Right competences• Combination of experience and information• Receptive audience• Large network• Intensive European collaboration

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Europe Naturally aims

• The goals of Natura 2000–Maintenance and recovery of biodiversity–Survival of species and habitats

• Start in Artis Zoo, with support of peer group: –Rotterdam Zoo–Emmen Zoo–Burgers’ Zoo

• European roll-out ?!

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Europe Naturally

• Target groups

− Staff of Dutch zoos− Staff of European zoos− Professional educators− Primary and secondary education teachers− Zoo Visitors

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Europe Naturally resources• Europe Naturally information pavilion• Dutch specimen habitat• Natura 2000 animal trail• Informational media (digital and print)• Educational media (teaching packages,

tours)• Poster give-away• European presentation of the results

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• Development phase– Refine proposal– Specify target groups

• Realisation phase– Determine media and production– Carry out campaign and evaluations– Analyse results– Set up implementation European zoos

• Concluding phase– Roll-out in Europe– Zoos, nature-education establishments – Teaching– Commerce

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Evaluation by Motivaction• Two-year research• Baseline measurement at start• Monthly surveys• Focus group discussions

Key Research Questions• Are zoos suitable places to learn about nature conservation?• Were the applied interpretative and communicative methods

considered attractive and inviting?• What did zoo visitors learn about the Natura 2000 initiative?

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Research methods• Exit poll• Surveys

• Are you familiar with Natura 2000 and/or Europe Naturally?

• Initiative is presented and explained• How important do you consider this initiative?

• Concluding qualitative focus group discussion

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Results: increased awareness • Baseline measurement (unevoked) : 12% familiarity• Final survey (unevoked) : 26% familiarity• Evoked : 54% familiarity• 90% respondents consider the initiative (very) important

• Zoo visitors appreciate the initiative and offerings• The zoo is a suitable place for presenting such an

initiative

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The Future?

• Relevancy of evaluation• Permanent project• Further develop programme• Collection plan• In-situ conservation• Incoporate EAZA European Carnivore Campaign

• Further discuss initiative with Rotterdam Zoo, Emmen Zoo & Burgers’ Zoo

• European-wide zoo-based awareness campaign

www.natuurineuropa.nl / info@natuurineuropa.nl

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