San Francisco Zoo & Gardens

CLIENT:

San Francisco Zoo & Gardens

PROJECT:

Experiential

CHALLENGE:

The San Francisco Zoo was set to install new paper towel dispensers in restrooms throughout the Zoo grounds. When I heard they were going to print the Zoo logo on the front panel, I offered a strategic and creative option that would highlight the Zoo’s mission, their largely unknown conservation and sustainability efforts, and help shift visitor’s perceptions of the Zoo.

For me, this was an exciting opportunity to engage visitors by capitalizing on that moment of mindless consumption. I wanted to connect the dots for visitors who may not have considered the direct impact their everyday actions have on wildlife.

To achieve this, the messaging needed to balance the environment’s doom and gloom with inspiration, hope, and examples of positive conservation efforts.

RESULTS:

The paper towel dispensers offered a prime platform to elevate the Zoo’s commitment to sustainability and conservation throughout the Zoo. The campaign encourages visitor participation to use less, compost, recycle, and recognize the Zoo as a conservation-oriented organization. While the call to action directs visitors to learn more about the Zoo’s active role in conservation on the Zoo’s website, this campaign is part of a larger and longer-term effort to educate visitors and change their perceptions about the important role the San Francisco Zoo plays in the world of conservation.