Evaluating the conservation impact of an innovative zoo‐based educational campaign: ‘Don't Palm Us Off’ for orang‐utan conservation

Abstract

With significant biodiversity loss occurring presently, increased emphasis is being placed upon the capacity of zoos to contribute to species conservation. This paper evaluates an innovative conservation education campaign ‘Don't Palm Us Off’ implemented at Melbourne Zoo, Australia. This sought to address a lack of public awareness regarding palm oil (the product most threatening the survival of the orang-utan) and to create public support for mandatory labeling of palm oil on food products, allowing for informed consumer purchasing. Communication tools utilized included an educational video presentation played on-site, as well as You Tube video, celebrity ambassadors, and social media. Evaluation took place across four time-points: baseline, mid-point, conclusion (12 months), and follow-up. Zoo visitors (N = 403) were randomly selected whilst visiting the orang-utan exhibit, completing a questionnaire regarding knowledge about orang-utans, attitudes toward orang-utans, support for palm oil labeling, previous conservation behavior, and intentions for future behavior. Results revealed significant increases in palm oil awareness; attitudes toward orang-utans; support for palm oil labeling; and indicating labeling would influence purchasing behavior, at all times relative to baseline (P < 0.01). There were also significant increases in self-reported conservation behavior at the end of the campaign and follow-up (P < 0.05). In excess of 160,000 people additionally signed an associated petition for mandatory palm oil labeling. Overall the findings support the efficacy of this multi-faceted initiative; highlighting the importance of continued innovation in zoo-based conservation education and practice (including the integration of emerging technologies with traditional on-site education) to maximize contributions to species conservation. Zoo Biol. 33:184–196, 2014. © 2014 The Authors. Zoo Biology published by Wiley Periodicals, Inc.

Public Support for Biodiversity After a Zoo Visit: Environmental Concern, Conservation Knowledge, and Self‐Efficacy

“…The connection between behavioral knowledge, self-efficacy, and behavioral intent is important for further research to investigate, particularly incorporating measures of actual behavior. Some previous applied research has demonstrated that targeted campaigns at zoos were able to create behavior change, for example reducing consumption of palm oil (Pearson et al 2014) and encouraging people to keep domestic cats indoors to protect native wildlife (MacDonald 2015). Zoos should take seriously their potential for persuasion and consider more efforts to promote specific behavioral changes.…”

Interactive technology and human–animal encounters at the zoo

“…As a core component of the Zoo's Don't Palm Us Off campaign, the Zoopermarket is seen to have been highly successful (Pearson et al, 2014). This campaign is believed to have positively impacted manufacturers' attention to the issues of palm oil provenance and labelling, a fact which carries considerable weight for a volunteer:…”

“…The Zoopermarket installation is a central component of the Zoos Victoria's Don't Palm Us Off campaign focusing on production of palm oil in South-East Asia and its role in loss of animal habitats (Pearson et al, 2014). Located in the visitor space at the orangutan exhibit, the installation aims to foster awareness about palm oil in consumer products, and generate consumer pressure on manufacturers to commit to improved labelling and using certified sustainable palm oil.…”

Groundwork for effective conservation education: an example of in situ and ex situ collaboration in South East Asia

“…Zoos and aquariums can have a significant global impact on biodiversity conservation by positively influencing the knowledge, understanding, attitudes and behaviours of the more than 700 million visitors received worldwide each year (WAZA, 2005; Barongi et al, 2015;Moss et al, 2015). A number of recent publications highlight the positive role that zoos and aquariums can play in environmental education and behaviour change, as well as demonstrating the importance of conducting well-designed monitoring and evaluation (Falk et al, 2007;Jensen, 2012;Moss et al, 2014Moss et al, , 2015Pearson et al, 2014;Barongi et al, 2015;Parsons, unpubl.). A number of recent publications highlight the positive role that zoos and aquariums can play in environmental education and behaviour change, as well as demonstrating the importance of conducting well-designed monitoring and evaluation (Falk et al, 2007;Jensen, 2012;Moss et al, 2014Moss et al, , 2015Pearson et al, 2014;Barongi et al, 2015;Parsons, unpubl.).…”