While the Zoo’s initial messaging focused on how habitat expansion would improve both the animals’ and visitors’ experience, Creative Department worked closely with the Zoo to dig deeper into everything the campaign would mean. What we learned was that the Cincinnati Zoo plays a leading role in the conservation of endangered species around the world. In fact, if it weren’t for the Cincinnati Zoo, some species would be much nearer to extinction.

Shortly after our work on the project had begun, a United Nations Biodiversity Report sounded the alarm that nearly one million species face extinction, many within decades, unless action is taken.

The urgency of the UN Report delivered clarity and confirmation for our messaging: the Cincinnati Zoo’s conservation expertise has never been more important. The More Home to Roam improvements would not only increase the reproduction and well-being of endangered animals at the Zoo, campaign donations would multiply its global conservation efforts.

Storytelling was needed to shine a light on the campaign’s greater importance: giving would truly mean the world.