Auckland Zoo – Meet The Humans
As lead copy consultant, I worked with the ThoughtFull team to help Auckland Zoo reframe its public narrative around conservation. Facing growing public scepticism about the role of zoos, the project repositioned Auckland Zoo as a conservation-led, non-profit organisation committed to wildlife care, both within and beyond the zoo.
My role focused on shaping the brand narrative, tone of voice, visitor messaging and conservation storytelling, all aligned to the brand promise ‘Wildlife Conservation at Work’. The work helped drive stronger public advocacy, support and engagement with the Zoo’s mission.
