Over the course of the Party for the Planet: Spring into Action campaign, AZA released a series of visually stunning poster graphics for the 19 SAFE species. The posters, along with accompanying social media graphics, were shared with AZA members to utilize during the awareness campaign. On AZA’s social media channels the most engaging images were giraffe on Facebook, black-footed ferret on Instagram, and orangutan on Twitter.
RAISING AWARENESS OF SAVING SPECIES
A key goal for SAFE is to raise awareness about saving species and the role of AZA-accredited zoos and aquariums in this effort. According to 2019 research, awareness of the SAFE program among people familiar with AZA is 46 percent and overall favorability among Millennials — a key action-oriented demographic — regarding zoos and aquariums is up nine points from 2018 to 2019. As part of AZA’s national communications strategy, a coordinated messaging toolkit complete with SAFE species graphics was created and shared with the AZA membership. During the coordinated SAFE campaign from Earth Day to World Oceans Day, AZA’s social posts reached nearly 1 million people. AZA members, who combined, have a potential reach of over 45 million people, were also encouraged to share the toolkit information.
The client’s team was delighted with the result, stating that it was the most successful campaign that they have ever created and that they have never had such an overwhelmingly positive response from their members.