DOB campaign overview

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Decade on Biodiversity project

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Main idea:

• to create a campaign strategy and framework. Based on

research, including member input, design a member-driven

awareness campaign that is directed by WAZA but is put

into action in each WAZA institution located throughout the

world.

• Provide WAZA’s members the opportunity to use unified

messages and communication tools to help the public better

understand what biodiversity means and why it is critical to the

wellbeing of the natural world and to people everywhere.


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Objectives of the project

• Strengthen the capacity of WAZA members to communicate about

their conservation role and efforts

• Raise public awareness and inspire people to protect the natural

world by taking action that helps conserve biodiversity globally

• Help zoos and aquariums to accomplish this through education

programmes

• Provide support for in-zoo and in-aquarium fundraising for

conservation.

• Provide support for enhancing understanding and concrete

environmental action, from personal style changes to national

environmental politics.


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The main message

• Decade on Biodiversity message: “Living in harmony with nature”

• WAZA message for the Decade on Biodiversity: Zoos and aquariums

are a major player in species conservation and in nature conservation

in general. Help us to save nature.

The target audiences

• Zoo and aquarium visitors around the world (more than 700 million

visitors annually). Families with children who visit a zoo on a weekend

or holiday

• WAZA members (institutions): the zoo educators/communicators but

also marketing people of the zoo

All targets are from all over the world.


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Tone of the communication

Simple, clear, educative but not moralising. The message should be

adaptable to many different languages.

Existing guidelines

• Convention on Biological Diversity guidelines: Decade on

Biodiversity logo

• WAZA guidelines (see attached doc)


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Different tools around one

message:

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Key visuals

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Key visuals

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Key visuals

Examples of adaptation in French

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Key visuals

Examples of adaptation in Spanish

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The film

3 different formats will be developed:

• 3 min introductory film : to be shown at the entrance of zoos and

aquariums, in restaurant areas, and also available on their websites

• 13 min educational film: for use by educators and teachers with

school groups, or as an introduction to educational programmes or

days

• 30 sec public service announcement

+ a 2 second “pack shot” for the members to add their logo and website

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Film

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Film

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Film

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The Application

An application for mobile devices will be developed:

• This application is planned to be compatible with the most common

smart phones and tablet systems.

• The main focus of the app is taking action for biodiversity. By

searching for an animal you can find out about actions zoos are

taking to support this animal and also actions each individual can

take to help this species. You will access the animal pages through a

QR code system. Once the animal has been identified, there will be

two tabs:

− one looking at the actions zoos are doing to help that animal

− and the other one presenting actions the user can take (in

its everyday life) to help this species.

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Application

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Application

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Games

In parallel to the mobile application games will be available

These games will be:

• age specific

• pedagogical

• interactive

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Social media

It will be focused on:

• positive messages aimed at inspiring people to take action;

• encouraging visitors to share with their network what they have done

to support biodiversity.

• it will also interlink with existing communication strategies of WAZA

members

• Designed to be sustainable

Social media channels (Potential):

• Twitter

• Facebook

• YouTube

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Promotional goodies

The campaign visual can also be used by our members for any other

promotional items

Markus Gusset, PhD Conservation Officer & International Studbook Coordinator

A Global Evaluation of Biodiversity Literacy in Zoo and Aquarium Visitors

WAZA official partner of United Nations Convention on Biological Diversity (CBD) during Decade on Biodiversity 2011–2020

UN Decade on Biodiversity

United Nations Strategic Plan for Biodiversity 2011–2020 Target 1: “By 2020, at the latest, people are aware of the values of biodiversity and the steps they can take to conserve and use it sustainably.”

Aichi Biodiversity Targets

contribution to achieve Aichi Biodiversity Target 1 effectively complement existing educational materials develop tools for raising awareness about biodiversity in zoo and aquarium visitors worldwide tools focus on global issues and personal engagement

Global Awareness-raising Project

project accompanied by global evaluation of knowledge about and perception of biodiversity in zoo and aquarium visitors assess effectiveness of tools developed for awareness-raising large-scale evaluation of zoos and aquariums as education centres mostly lacking needed by CBD with regard to achieving Aichi Biodiversity Target 1

Biodiversity Literacy Evaluation

Andrew Moss (Chester Zoo), Eric Jensen (University of Warwick) and Markus Gusset (WAZA Executive Office) international peer reviewers 38 zoos and aquariums across the globe

Participants

Participants

red: project and visitor survey / yellow: visitor survey

pre- and post-visit surveys in 2012/2013 and 2014/2015 (i.e. before and after exposure to awareness-raising tools to be produced) target sample size: 300 respondents (matched pre- and post-visit survey forms) for each participating institution measure current (2012/2013) and change in (2014/2015) biodiversity awareness among zoo and aquarium visitors worldwide measure current (2012/2013) and change in (2014/2015) action taken for biodiversity by zoo and aquarium visitors worldwide measure awareness of newly developed tools (2014/2015) for raising awareness about biodiversity in zoo and aquarium visitors worldwide

Procedure

Pre-visit Survey Form

Post-visit Survey Form

November 2012 – April 2013: initial pre- and post-visit survey September 2013: first results expected November 2014 – April 2015: follow-up pre- and post-visit survey September 2015: final results expected

Roadmap

DOB campaign overview

Documents

Transcript of DOB campaign overview