Integrating Online and Offline Educational Outreach at EPZR

Abstract:

Zoological facilities play vital roles in wildlife conservation through breeding programs, education, habitat preservation, and research. However, these efforts are often overshadowed by negative perceptions fuelled by some organizations that generalize the faults of certain zoos, affecting public trust and revenue. Animal welfare organizations frequently characterize zoos as places focused solely on entertainment with little regard for animal well-being, a misconception that reputable zoos work hard to dispel. The zoo has introduced an educational outreach program that integrates both online and offline strategies to shift public attitudes by fostering awareness of its conservation and transparency efforts. Through digital engagement—such as social media storytelling, live sessions, and interactive content—paired with hands-on experiences, the program aims to educate the public, build trust, and counteract negative stereotypes. Future initiatives will likely explore the effectiveness of these methods through surveys and social media analysis, further clarifying zoo operations. The zoo also emphasizes collaboration with other zoos to strengthen global outreach efforts, address public concerns, and reinforce the critical role of zoos in conservation.

Keywords: Conservation Education, Public Perception, Educational Outreach.

Background:

Zoological institutions play a crucial role in global conservation efforts, engaging in breeding programs, habitat preservation, scientific research, and public education aimed at preserving biodiversity. Modern zoos have transitioned from their historical focus on entertainment to becoming important players in conservation and education (Hosey, Melfi & Pankhurst, 2009). These facilities provide an opportunity for people to engage directly with wildlife, raising awareness about endangered species and the need for conservation.

Despite their positive contributions, zoos continue to face challenges in public perception. Anti-zoo sentiments, often driven by ethical concerns about animal welfare, have resulted in widespread skepticism regarding the role of zoos. Some animal rights organizations accuse zoos of prioritizing profit over the well-being of animals, particularly when highlighting incidents of mistreatment in substandard facilities (Jamieson, 1985; Fraser, 2009). This negative portrayal tends to affect public perception of all zoos, including those that maintain high standards of animal care and play significant roles in conservation (Hutchins, 2008).

To counter these negative perceptions, zoos are increasingly adopting innovative strategies that integrate educational outreach both online and offline. Digital platforms such as social media, live-streamed events, and virtual tours offer zoos an effective way to engage broader audiences and provide transparent information about their operations (Fisher, 2014). These online tools, combined with traditional face-to-face experiences like guided tours, workshops, and educational programs, enhance public understanding of the conservation efforts zoos undertake (Ballantyne, Packer & Hughes, 2009).

Emirates Park Zoo’s outreach program blends digital and on-site experiences to foster trust and communicate its conservation mission. Through storytelling and emotional connections, the zoo aims to counteract negative perceptions and highlight its role in conservation. The program’s success will be assessed through social media analytics and participant surveys to gauge its effect on public perception and educational outcomes.

Methodology:
This study examines the impact of Emirates Park Zoo’s educational outreach on public perceptions of zoos and conservation between January and September 2024. It utilizes both online and offline strategies to promote engagement, transparency, and conservation.

Online Strategies:

• Digital Campaigns: Multi-platform campaigns on radio, TV, and social media highlight conservation work which focuses on sustainability, biodiversity, and animal welfare.
• Live Sessions: Instagram live sessions with zoo staff provide insights into conservation programs, including Q&A segments for audience interaction.
• Interactive Content: Quizzes, videos, and infographics tailored by age group make wildlife education accessible and engaging.
• Storytelling: Personalized social media stories of animals and rescue operations create emotional connections to reshape zoo perceptions.

Offline Strategies:

• Guided Tours and Workshops: Tours led by trained staff educate on topics like animal biology, conservation, and ecosystems, especially for school groups.
• Animal Encounters and Camps: Hands-on animal interactions and seasonal camps for children promote empathy and conservation awareness.
• Live Demonstrations: Activities like tree planting and beekeeping allow direct engagement with conservation efforts.
• Community Initiatives: Partnerships with educational institutions and community programs encourage conservation involvement through activities like habitat cleanups.

Data Collection and Analysis:
To measure the outreach program’s effectiveness, both qualitative and quantitative data were gathered using:

• Surveys: Pre- and post-program surveys evaluated changes in public perception, knowledge, and attitudes following program participation.
• Social Media Metrics: Engagement data, including likes, shares, comments, and views from Instagram, were analysed to gauge digital outreach impact.
• In-Person Feedback: Feedback from tour, workshop, and camp participants assessed educational impact and satisfaction.

Data were visualized in Excel and statistically analysed in SPSS to understand the relative success of online and offline strategies.

RESULTS:

Online Engagement:
A notable increase in online participation was observed, with social media metrics showing that interactive educational content—such as quizzes and behind-the-scenes videos—garnered the highest engagement. For example, Instagram data revealed that environmental sustainability posts had the most views (38%), followed by conservation and animal awareness content (17%).

Fig. 1: Average views of Instagram Reels 

Fig. 2:  Average Instagram Engagement

Offline Engagement and Perception Change:
Survey feedback showed positive shifts in public perception regarding the zoo’s conservation role, especially among attendees of specific in-person programs like the Bee Experience and Elephant Encounter, as detailed in Figs. 3, 4, and 5.

Fig. 3: The percentage of Transformational Impact in Offline Programs: Bee Experience Program

Fig. 4: Engagement and Informative Level of the Elephant Encounter Experience

Fig. 5: Effectiveness of Conservation Message in Elephant Encounter

Discussion
The Emirates Park Zoo’s combined online and offline approach has proven effective in addressing misconceptions and building trust. Through transparency initiatives—such as live-streamed conservation activities and behind-the-scenes content—the zoo strengthens community ties by showcasing its conservation commitment. These efforts are helping to engage and educate the public about zoo operations and conservation.

Recommendations
Looking ahead, the zoo will broaden its online and offline reach, enhancing social media analytics and expanding into new platforms like Facebook, TikTok, and LinkedIn to diversify audiences. Collaborative efforts with other zoos will also be prioritized to deliver a unified conservation message on a global scale.

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