Penguin Promises: encouraging aquarium visitors to take conservation action

Abstract

This study investigates the impact of an innovative conservation action campaign called Penguin Promises implemented at uShaka Sea World in Durban, South Africa. Communication tools included interpretive signage, exhibits with and without animals, presentations, and personal interactions, along with a specially designed postcard, on which visitors could write a promise (pledge) to make a change in their daily lives to become more environmentally responsible. Visitors who completed a card were contacted a year or more after their visit and asked about the outcomes of their promise. The results (N = 316) showed that 49.4% of respondents could give an example of something positive they had done for the environment, that they attributed to the campaign. Based on the study, recommendations are provided for the design of effective visitor conservation action campaigns.

Keywords:

• Aquariums
• conservation education
• pro-environment behaviour
• zoos

Acknowledgements

This project was initiated, conducted and funded by SAAMBR when the first author (Judy Mann) was Director of uShaka Sea World. Roy Ballantyne and Jan Packer assisted in the analysis of questionnaire responses, preparation and revision of drafts of the paper. We would like to thank the following people: Gabby Harris for the idea of Penguin Promises; the uShaka Sea World team for their enthusiasm for the campaign and the team who painstakingly entered thousands of promises into the database; Pierre Jansens and Judy Selby of Soft-Craft, John Werth of PAAZA, and Alke Kruger and Kheira Kortenbout are thanked for their contribution towards the collection and analysis of the data. Finally, thanks to all of the visitors who completed the survey.