Association of Zoos and Aquariums

How we’re using a new, positive narrative to change public perception of zoos and aquariums.

Spurred by well-publicized accidents, such as the death of Harambe, a gorilla from the Cincinnati Zoo, or negative portrayals in documentary films (e.g., Blackfish), public outcry for zoo and aquarium reform has moved into the mainstream. Correspondingly, public opinion of zoos and aquariums is declining. The Association of Zoos and Aquariums (AZA), which comprises 230 institutions around the world, offers one of the most rigorous accreditation programs available to ensure animals are handled with the utmost care. And as an organization dedicated to the advancement of zoos and aquariums, they are looking to change public perception of their industry.

AZA has engaged ONE HUNDRED to develop and activate a narrative focused on conversation and education. The general public is largely unaware of the extensive conservation work being done by zoos and aquariums on behalf of species around the globe. ONE HUNDRED is developing a campaign that will raise public awareness of the critical efforts now undertaken by zoos and aquariums to save and protect endangered species. In connection with this effort, we are using the collective power of member institutions to raise significant funds on behalf of joint conservation efforts.

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