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.
Research 101:
With the help of Public Communications Inc., the PR team initiated "Keeping Elephants in Our Future," an issues management program to mobilize AZA members nationwide to ensure
that elephants have a future both in zoos and in the wild. The key elements of the campaign's success were solid research and internal communications to inform AZA members of the
faults in protestors' arguments. Research platforms included:
- A March 2005 public poll showing that 95% of respondents believe that seeing elephants in real life helps people appreciate them more;
- A survey of zoo directors compiling data surrounding their elephant programs and future plans;
- A National Awareness Focus Group Report determining attitudes and opinions regarding the responsibilities of zoos and aquariums; awareness of AZA and animal rights group PETA;
and public messages; and,
- Research surrounding animal rights groups' campaigns to get elephants out of zoos.
The White Elephant in the Room:
Having well-rounded research to strengthen their argument that elephants belong in zoos was essential, but the PR team needed a strong, clear voice to convey their message.
"Unifying zoo members to speak with one voice was a critical step in addressing this challenge and establishing AZA zoos as trusted voices in wildlife care and conservation,"
says Jill Allread, principal of Public Communications.
This unified voice spoke loud and clear to address the safety of these huge animals. The team shaped their strategy accordingly, using their research as the basis for a
comprehensive outreach campaign to confront the crisis head-on. They built a tactical "threat matrix" to help organize their target audiences, as well as a member communications
toolkit to educate said audiences on the shortcomings of activists' claims. This, coupled with a proactive public awareness campaign, built an ironclad argument in favor of the
AZA's mission to keep elephants in America's zoos.
The Verdict:
Based on the proactive program, the communications team was able to upend the crisis: 100% of the zoos with elephant programs chose to participate in the program; the research
countered arguments of detractor groups and provided ample media relations opportunities; and, following a highly publicized public hearing, a proposed ordinance prohibiting
elephants in the Chicago city limits failed, and the El Paso City Council voted to support its zoo's elephant programs. PRN