'Think before you like': Inspiring visitors to take action for wildlife
Alysha Painter, Head of Visitor Experience, Te Nukuao Wellington Zoo
Pledge wheel at snow leopard habitat at Te Nukuao Wellington Zoo
Leaving inspired, not just entertained
When visitors leave Te Nukuao Wellington Zoo, we want them to walk out the gate feeling excited, hopeful, and ready to do something positive for wildlife and wild places. By weaving conservation messages and practical actions throughout the zoo, we give people lots of different ways to make a difference, so they can choose what fits naturally into their everyday lives.
FSC signs at tiger habitat at Te Nukuao Wellington Zoo
“Buy FSC” – a simple action for forests
For more than 10 years, our main conservation action has been “Buy FSC.” A visitor survey showed that deforestation was our visitors’ number one conservation concern, so we chose an action that directly tackles that issue.
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“Buy FSC” promotes the Forest Stewardship Council, a non-profit that certifies wood and paper products as sustainably sourced. The FSC logo appears on everyday items like toilet paper, books, and furniture in shops across Aotearoa and around the world, making it an easy way for people to be more mindful about what they consume.
Screenshot of Tiktok video showing pet otters
A new habitat, a new action: 'Think Before You Like'
Redeveloping our otter habitat gave us the chance to introduce a new conservation campaign. We wanted something simple that people could build into their daily routines, while still encouraging that same thoughtful approach to consumption as “Buy FSC.”
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Almost everyone uses social media every day—often without thinking too hard about what’s behind the content they see. Some posts may look harmless or even heart-warming at first glance, but they can have serious consequences for wildlife. For otters, and many other species, one of the biggest threats is the illegal pet trade.
'Think before you like' signs at otter habitat at Te Nukuao Wellington Zoo
Our Think Before You Like campaign asks people to pause and question the social media content they engage with. A video of someone cuddling an otter or playing with a monkey in their apartment might seem cute, but it raises important questions. How did this person get that animal? Can this animal really be properly cared for in a home environment? Have any unnecessary and harmful procedures been done to make the animal easier to keep, such as removing canine teeth to prevent biting or taking out scent glands so they “don’t smell”?
'Think before you like' signs at capuchin habitat at Te Nukuao Wellington Zoo
How you can help online
The most powerful thing you can do when you see this type of content is to disengage. Scroll past. Don’t like, comment, or share. Even comments that criticise the exotic pet trade still count as engagement and can help boost the video’s reach.
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Through Think Before You Like, we aim to give people another straightforward action they can take in their normal online life to help reduce the demand that drives animal trafficking.
We’ve installed this conservation action signage at our otter and capuchin habitats, and we reinforce the message in our daily talks, animal encounters, and tours so visitors hear it in different ways and contexts.
Asian Small-clawed River Otters in their habitat at Te Nukuao Wellington Zoo, cared for using the 5 Domains of Animal Welfare
Little choices, big impact
Even the smallest choices can have big impacts over time. By giving people clear, practical tools to make these “little” changes, we hope to empower them to keep going, speak up, and become champions for the natural world.
