Brand Tone

Passionate & Dedicated, Educational & Informative, Engaging & Inspiring, Hopeful & Optimistic, Caring & Compassionate, Authoritative & Trustworthy, Inclusive & Welcoming

Brand Values

• •Fighting Extinction
• •Always Compassionate
• •Always Optimistic
• •Always Trustworthy
• •Always Curious
• •Always Inclusive
• •Always Calm
• •Animal Welfare
• •Conservation & Sustainability
• •Education & Community Engagement
• •Scientific Rigor

Best Practices

• •Anchor to "Fighting Extinction": Ensure all copy, where appropriate, links back to the core mission. This reinforces the "why" behind Zoos Victoria. Use it as a lens to frame stories, events, and calls to action.
• •Educate Through Engagement: Don't just state facts; tell stories. Use vivid language that brings animals and conservation efforts to life. Make learning an adventure.
• •Maintain Hope and Optimism: While addressing serious threats, always empower the audience by highlighting successes, the positive impact of their support, and actionable steps. Avoid overly alarmist or guilt-inducing language.
• •Emphasize "We" and "Us": Foster a sense of community and shared responsibility. Use inclusive language that invites visitors, members, and the wider public to be part of the solution.
• •Be Authentic and Transparent: Share both successes and challenges (where appropriate and constructive). Use clear, honest language that builds trust. Ensure all claims, especially around conservation impact and animal welfare, are accurate and evidence-based.

Social Perception

A Leading Conservation Organization, Educational & Family-Friendly Destination, Caring for Animals, Community Asset, Proactive & Innovative, Trustworthy Source of Information, Engaging Content Provider

Copy Examples

• •Fighting Extinction, Sparking Hope. At Zoos Victoria, every visit helps fuel vital breeding programs and habitat protection for endangered species. Join us in our mission. Your support today protects tomorrow's wildlife. Become a hero for animals.
• •Wonder Awaits! Discover, Learn, Protect. From the rustle in the Australian bush at Healesville Sanctuary to the roar of the lion on Werribee's savannah, incredible animal encounters are just the beginning. Explore, learn about their world, and be inspired to help us keep it safe.
• •More Than Just a Home. A Place to Thrive. We're always learning, always improving. Our animal welfare science ensures every creature in our care experiences a life full of enrichment, choice, and the highest quality care. Because they deserve nothing less.
• •Be the Change Wildlife Needs. Simple actions can have a big impact. From choosing recycled toilet paper to creating a wildlife-friendly garden, you have the power to help fight extinction. Learn how you can make a difference with Zoos Victoria.
• •Tiny Paws, Big Future! Welcome Our New [Species Name] Arrivals. Come say hello to the newest members of our zoo family! These precious [species name] are a joyful reminder of why we fight so hard to protect their wild cousins. Every coo, chirp, or tiny roar tells a story of hope.