Comparing the effectiveness of flagship species in zoo interpretation videos involving dialogic-based narrative approaches.

Zoological institutions frequently engage in indirect conservation activities as global conservation targets suggest a need for raising public awareness and engagement in biodiversity conservation. However, research suggests that while members of the public are typically aware of general conservation issues, they are often uncertain of simple and practical actions they take that will be impactful. In light of current conservation goals and targets, and the need for social science research to address the environmental learning and behavior change gap, this study builds upon prior action-based environmental education research and tests the efficacy of ex situ environmental education in supporting in situ conservation. Zoos typically employ flagship species to center their conservation messaging due to the purported draw of charismatic species. Using outreach videos with a dialogic-based narrative approach, we evaluated the efficacy of different flagships for conservation, comparing both species-focused versus generic conservation messaging and charismatic versus less charismatic species ambassadors. We found that zoo conservation outreach videos using dialogic-based narrative approaches were equally impactful regardless of the level of focus (i.e., species vs. broader biodiversity) or charisma level of the focal taxa.