Dr. Jill Bueddefeld joins me on the podcast to talk about her research in Collaboration with the Toronto Zoo to study how visitors at the Zoo receive, and act on, conservation messaging to help protect the planet's animals. Major issues that are raised, such as the 6th Mass Extinction, are often met by the public with overwhelming feelings as the issue seems too big to tackle as an individual; however, conservation messages that provide the public with specific calls to action to help save an iconic animal can provide more realistic goals. Your Toronto Zoo aims to continually improve its conservation methods by studying messages that have will inspire their visitors to implement those calls to action. Jill describes the study's methods and ways in which they will devise the conservation messages.