Safe Cat, Safe Wildlife
Role: Engagement Coordinator | user research, brand design, and content design
Organisation: Zoo and Aquarium Association Australasia (ZAA)
What is ZAA? Zoo and Aquarium Association Australasia (ZAA) represents the collective voice of the zoos, aquariums, sanctuaries and wildlife parks across Australasia that operate to the highest standards.
Partners: RSPCA Australia, SPCA New Zealand, and Zoos Victoria
Stakeholders: Participating ZAA members—10 in Australia and 7 in New Zealand
Overview: I led working groups based in Australia and New Zealand to conduct user research, created a communications and brand strategy, and designed campaign assets including print posters, electronic direct mail (EDM), and accompanying websites:
Problem Statement
Letting domestic cats roam puts their welfare at risk—making them vulnerable to attacks and fights with other cats, road accidents, getting lost, exposure to the elements, toxins, and illness/disease. Keeping cats safely at home or “containment,” will also mitigate the impact of pet cat predation on wildlife. It has been estimated that millions of animals may be killed by cats each year in Australia and New Zealand.
Goal: For zoos and aquariums to engage the public in a community conservation campaign by educating and influencing cat owner behaviour in Australia and New Zealand.
Cat owners will be encouraged to:
A) Protect the welfare of companion cats by keeping them safe and happy at home.
B) Support the conservation of native wildlife.
User Research
I collaborated with regional working groups and researchers from RSPCA Australia and SPCA New Zealand to design cat owner surveys. The purpose of the surveys was to measure the attitudes, behaviours, needs, and motivations of cat owners across Australia and New Zealand. Zoos and aquariums promoted the survey through email blasts, member lists, and social media channels to increase participation.
Results and Insights
12,000+ responses from Australia
2,300+ responses from New Zealand
Data highlighted cultural differences and attitudes between both markets:
Australian respondents are supportive of keeping cats at home (containment messaging).
New Zealand respondents believed that cats should be allowed to roam outside for part of the day.
Target audience is predominantly women living with their partners and families in a house with an outdoor space.
Audience Personas
Using the survey data, I developed personas based on our target audiences. These personas were helpful in laying out cultural differences in attitudes towards cat containment across Australia and New Zealand.
One of the goals of the campaign is to make a gradual shift in attitudes and behaviour. So at the start of the campaign, we wanted to target owners who already contained their cats for some part of the day. By targeting this audience, we could reach those who already had cat welfare and safety in mind and help them make the transition to keep their cats at home more frequently and eventually 24/7.
Communications Strategy
The survey data and personas provided reference points for the communications strategy of each market. This allowed me to tune the messaging to the differences in cultural beliefs and attitudes between the markets. For example, New Zealand audiences would require more education around the hazards and risks of allowing cats to roam outside whereas Australian audiences may benefit more from cat training guides.
Example Key Messages
1) Keeping your cats contained at home keeps them safe.
2) We know cats and can help you keep your cats happy and healthy at home.
3) ZAA has teamed up with RSPCA Australia/SPCA New Zealand to give you expert tips to help keep your cat safe and happy.
4) By keeping your cat safe, you can also protect native wildlife.
Call-To-Action
“Join the cat community” to receive an educational bi-monthly newsletter about how you can keep your cat happy and healthy at home.
Brand Style Guide and Visual Identity
I designed the Safe Cat, Safe Wildlife brand to evoke how owners feel when spending quality time with their cat companions—playful, friendly, and cosy. This style guide informed all of the major campaign assets including print posters, electronic direct mail (EDM), and websites. In creating this brand, I ensured that the campaign was implemented with a consistent look and feel across seventeen ZAA sites.
I created a portal where ZAA members could download branding assets, educational research, enrichment activities, key messages, imagery of cats, and native wildlife. That way zoos and aquariums across Australia and New Zealand could implement their own campaign activities via social media and promotions on-site.
Mood board of brand assets
Example of EDM
A4 poster
Website
I created two country specific websites for Safe Cat, Safe Wildlife. Each is co-branded to highlight the partnerships with RSPCA Australia and SPCA New Zealand. The websites feature region specific messaging, imagery reflecting native wildlife, and a sign-up form to join the community. Members of the cat community receive bi-monthly EDM’s that direct to each website’s resources including educational blogs and advice from animal welfare experts.
Please feel free to browse and learn more about Safe Cat, Safe Wildlife.
Outcomes
In 2021, the Safe Cat, Safe Wildlife community conservation campaign was rolled out across ZAA-accredited zoos and aquariums—10 in Australia and 7 in New Zealand. ZAA members would independently execute the campaign on-site and through their online channels. With the campaign now in the hands of ZAA members, the cat community lists began to grow.
I checked-in with campaign leaders on a bi-monthly basis to check on how they were able to implement Safe Cat, Safe Wildlife. Campaign promotion largely depended on the events and activities happening at a zoo/aquarium with some members keen to promote the campaign and others fitting it in when there was time and space.
Safe Cat, Safe Wildlife is an active campaign educating online audiences and thousands of visitors to participating zoos and aquariums every year.
Safe Cat, Safe Wildlife poster hangs in front of Wellington Zoo’s surgery center.