Conservation Education: The Signage Used in Eleven Swedish Zoos

Education is one of the core roles of modern zoos, alongside research and conservation. In recent years, increasing emphasis has been placed on the importance of conservation within zoo education, and the term conservation education has become more widely used. Swedish zoos report using a variety of educational activities; however, systematic evaluations remain scarce. The aim of the present study was to analyse the content of species signage (n = 404) at 11 zoos in Sweden. A predetermined evaluation protocol was applied, including items related to conservation, animal biology, behaviour, ecology, and animal welfare, assessed using binary ("yes/no") criteria. The signage analysis revealed that majority of signs provided basic species information, such as body size (88% of signs), lifespan (59%), geographical distribution (86%), diet (84%), and number of offspring (75%). In contrast, only 68% of signs included conservation status, 44% described specific threats, and just 17% provided information on actions visitors could take to support conservation. Information related to animal welfare was rare: 4% of signs mentioned enclosure design, 2% referred to enrichment, and only 1% included animal training. Overall, while Swedish zoos generally provided information on species ecology and, to some extent, conservation, guidance on how visitors could actively contribute to conservation was limited.