Comparing in-person and online video interpretation in zoo conservation messaging

This is the authors' abstract. We don't add key points for this paper.

This study compares the impact of conservation messaging through online video-based talks and in-person presentations at the Toronto Zoo, examining effects on visitor learning and behavior change. Four talk variations—species-centered vs. biodiversity-centered and charismatic vs. less charismatic species—were tested in both formats. Results show minimal differences, with video slightly more effective for behavior change. This highlights video as a valuable supplement to in-person talks for promoting pro-conservation outcomes. It also underscores digital media’s potential in environmental communication, especially relevant during the COVID-19 pandemic’s shift to online content.