Visitor Engagement at Aquariums, Zoos, and Museums for Conservation Impact

Zoos, aquariums, and museums (ZAMs) are uniquely positioned to help advance conservation. Since our founding in the 1990s, the primary focus of The Ocean Project has been supporting our partner network of hundreds of ZAMs to get involved with effective visitor engagement, from behavior change to conservation policy. All our work is based on a solid foundation of public opinion and market research and continually learning from applying the research and evaluating the outcomes. Please visit our news pages for a variety of case studies on how we have helped support our partners on visitor engagement for conservation.

In Spring 2018, The Ocean Project partnered with three aquariums -- Mystic, Texas State, and Seattle -- to test whether the community can effectively engage the visiting public about science-based fisheries management in a way that raises their awareness, documents their opinions, and enhances their experiences. Overall results were remarkably clear and consistent, and in keeping with the foundational finding from our earlier efforts that ZAM visitors expect, trust and appreciate information about how they can help advance conservation efforts, even when engaging them directly on a policy issue as opposed to a personal behavior (the focus for much of what we had done in the past).

Results from this pilot have been highlighted in the David and Lucile Packard Foundation-supported Heartwired to Love the Ocean project.

As a result of the successful pilot project, during summer 2019 we expanded our efforts with six aquariums and are continuing to grow our visitor engagement support with ZAMs throughout 2019 and 2020. For the latest on advancing visitor engagement and advocacy on at the New England Aquarium, Mystic Aquarium, Virginia Aquarium & Marine Science Center, The Florida Aquarium, Texas State Aquarium, and Seattle Aquarium, please check out this recent blog post.

We are working in a variety of ways with other ZAMs in key regions of the country throughout the next two years on science-based fisheries policies and marine sanctuaries/MPAs as well as other issues. Let us know if you'd like to get involved!

Conservation Policy Engagement

Since our founding in the 1990s, The Ocean Project has collaborated with others to support our network of partner ZAMs to get involved on policy issues, both individually and collectively on a variety of issues (climate change and ocean acidification; fisheries; federal (US) appropriations for environmental education (at NOAA and EPA); campaigns for marine protected areas, in the U.S. with Sanctuaries, Monuments, and other "blue parks" and also rallying our global network of organizations to help with protection of Antarctica and the Southern Ocean; supporting ZAMs and others to get more involved in plastic policy.

With thanks to the Gordon and Betty Moore Foundation, in 2017 we launched a new initiative to support ZAMs in getting more involved to effectively inform science-based federal fisheries policy and advance action for healthy, sustainable marine ecosystems. Ocean conservation is at an important juncture in the U.S., with reauthorization of the nation’s primary law governing management of our fisheries, the Magnuson-Stevens Fishery Conservation and Management Act (Magnuson-Stevens Act), one of the strongest national statutes governing management of marine fisheries. The Ocean Project is now expanding our collaborative conservation policy engagement initiative. The focus is U.S.-based visitor-serving institutions but some of the lessons learned are being applied in other countries.

Please let us know if you would like to get involved or have any suggestions on how we might be able to better support your efforts around visitor and policy engagement for conservation.

Webinar Series: Making Conservation Happen

The "Making Conservation Happen" webinar series focuses on how to strategically, safely, and cost-effectively get more involved in conservation policy engagement and advocacy. The webinars are recommended for those who interact with guests, community partners, public officials, and supporters.

Sign up here to get information on upcoming webinars.

Held (mostly) on the first Friday of each month during the lunch /brunch hour (1pm east coast/10am west coast), these webinars are a great opportunity to host a professional development session with your team. Most are 30-60 minutes.

Upcoming Webinars:

Join us on December 6 to learn about the 2020 plans of AZA, the Aquarium Conservation Partnership, and The Ocean Project. Our hope is that this webinar will give you a head start on planning actions and activities that your institution may choose to engage on in 2020.
Featured Speakers:
  • Jennifer Keaton (Vice President for Legislative Affairs, AZA) will share the Government Affairs Department’s 2020 plans and key events to put on your calendar
  • Kim McIntyre (Aquarium Conservation Partnership Director) will discuss ACP’s ongoing activities and how they will carry over into 2020
  • Bill Mott (Executive Director, The Ocean Project) and team, will discuss The Ocean Project's three main initiatives for 2020, including update on World Oceans Day, and with Baylee Ritter on youth initiative and Douglas Meyer on visitor engagement for conservation impact.
  • Moderated by Tom Adams, Policy Advisor

2020 Webinars:

  • January 10 (second Friday)
  • Continuing monthly throughout 2020

Previous Webinars from 2018-2019 (click webinar title for link to recording and/or link to PDF of presentation)

  • Webinar #1: The Policy Arena and Your Untapped Advocacy Potential (PDF) with Andrea Densham, Senior Director of Policy and Advocacy, Shedd Aquarium; Matt Mullin, Marine Fish Conservation Network; and with Tom Adams, Policy Advisor for The Ocean Project (April 13, 2018)
  • Webinar #2: Using Your Existing Resources to Have Your Voice Heard (PDF) with Katie Cubina, Senior Vice President, Mystic Aquarium; Mark Antoniewicz, Director of Communications, Hip Hop Caucus; and with Tom Adams, Policy Advisor for The Ocean Project (May 4, 2018)
  • Webinar #3: Fishing for Public Engagement: Results of Three Pilot Projects in Public Engagement (PDFwith Kelly Matis and Katie Cubina, Mystic Aquarium; Melanie Baker, Seattle Aquarium; Melanie Kudra, Texas State Aquarium; and with Douglas Meyer, Strategy Advisor for The Ocean Project (June 15, 2018)
  • Webinar #4: Looking Ahead to the new Congress and Opportunities for Zoos, Aquariums, and Museums (PDF) with Jean Flemma, Ocean Defense Initiative; Colin Sheldon, Assistant Director of Federal Affairs, Wildlife Conservation Society; and with Tom Adams, Policy Advisor for The Ocean Project (December 7, 2018)
  • Webinar #5: No Time to Engage Like the Present (PDFwith Amy Kenney, Executive Director, National Ocean Protection Coalition; Rich Block, CEO, Santa Barbara Zoo and Chair, AZA Government Affairs Committee; and with Tom Adams, Policy Advisor , The Ocean Project (January 11, 2019)
  • Webinar #6: Beyond Congress: Executive Branch Processes that Can Advance Conservation for the Ocean, Fish and Other Wildlife (PDF) with Kris Sarri, President and CEO, National Marine Sanctuary Foundation; Kerston Swartz, Public Affairs and Advocacy Manager, Woodland Park Zoo; and coordinated by Tom Adams, Policy Advisor for The Ocean Project (Feb 1, 2019)
  • Webinar #7: World Oceans Day 2019: Engaging your visitors in conservation action (PDF) with Samantha Mackiewicz, World Oceans Day Director, The Ocean Project and Baylee Ritter, Program Associate, The Ocean Project (March 1, 2019)
  • Webinar #8: Youth Activism for Conservation: Empowering young people to become ocean champions (PDF) with Rachael Coccia, Director of Youth Initiatives, The Ocean Project; Rachael Bell-Irving, Digital Outreach Coordinator, Online Programs at Ocean Wise; Danni Washington, Co-Founder of Big Blue and You and Co-Founder of Sea Youth Rise Up (April 5, 2019)
  • Webinar #9: AZA Advocacy Day Briefing and Strategic Messaging Tips to Advance Conservation (PDF) with Jennifer Keaton, VP for Congressional Affairs at AZA; Josh Mogerman, National Media Director, Natural Resources Defense Council; and coordinated by Tom Adams, Strategic Advisor for The Ocean Project (May 3, 2019)
  • Webinar #10: Want to bring the visiting public into public policy? Here’s your chance! (PDF) This webinar showcased the results from a recent survey about zoo and aquarium interest in engaging visitors on public policy issues; and presented an opportunity for interested zoos and aquariums to ‘test the waters’ by participating in an emerging campaign based on a successful pilot project. Featured participants from the pilot project sites; coordinated by Douglas Meyer, Strategic Advisor to The Ocean Project (June 14, 2019)
  • Webinar #11: Improving Management & Conservation of Forage Fish (PDF) with Charlotte Runzel, Policy Associate, National Audubon Society and Tom Adams, Strategic Advisor to The Ocean Project  (July 12, 2019)
  • Webinar #12: AZA Conference Engagement Workshop & Panels Preview (PDF) with Stephanie Joseph, Curator of Educator, NY Aquarium/WCS; Rob Vernon, Senior VP, Communications & Marketing; Tom Adams, Strategy Advisor, The Ocean Project (August 2, 2019)

    • AZA 2019 Conference conservation engagement opportunities that The Ocean Project is involved with include:
      • Conservation Engagement and Advocacy Skills Boot Camp - day-long pre-conference workshop
      • Empowering our Youth: Giving Passion a Platform
      • Becoming True Agents for Change: Mobilizing Our Audiences to Take Meaningful Action for Conservation
      • Making the Most of Special Conservation Days
  • Webinar #13: The 116th Congress Approaches its “Half Time” (PDF) with Colin Sheldon Assistant Director of Federal Affairs, WCS; Tom Adams, Strategy Advisor, The Ocean Project (October 4, 2019)
  • Webinar #14: Starting Early — The Importance of Cultivating State and Local Officials Early in Their Careers
    • Building relationships with local and state officials, including examples of how other institutions are engaged in this area, and featuring the National Aquarium’s state legislature cultivation program
    • Engagement tactics you can use/some of the techniques you use to cultivate a potential board member, donor, or partner are virtually the same needed for doing so with public officials
    • Featured Speaker: Maggie Ostdahl, National Aquarium’s Conservation Policy Manager, will discuss how their recent reception for state legislators and their families fits into their cultivation program and how these relationships benefit them at the State Capitol, and beyond. Moderated by Tom Adams, Policy Advisor, The Ocean Project

Sign up here to get on email list for upcoming webinars.

Let us know if you have suggestions for upcoming webinars. Send an email to bmott (at)

Latest News and Info

To complement the webinar series and provide the latest updates on the conservation policy engagement initiative, we have an ongoing blog series, including posts from some of our key partners who are doing cutting edge work in this space. Like the webinars, part of the purpose of the blogs is to help demystify advocacy and provide ZAMs and our other partners with a better understanding of how your institution can meaningfully engage on issues important to your mission.