Crisis Management

Winner: Association of Zoos and Aquariums

Campaign: Keeping Elephants In Our Future

The Mission:

They might be among the most popular animals in zoos, but elephants aren't the most sought after attraction for animal rights activists, many of whom have launched campaigns

claiming that the massive mammals aren't healthy unless they are roaming the Serengeti. This, coupled with a series of deaths of elderly elephants in zoos around the country,

prompted the Detroit Zoo to announce the closure of its elephant exhibit - an action that the Association of Zoos and Aquariums saw as an emerging crisis that needed to be

reversed.