Evaluating the effectiveness of wipe for wildlife and its campaign elements

Haywantee Ramkissoon, Liam David Graham Smith

Research output: Book/ReportCommissioned ReportResearch


This report presents the findings of research into the effectiveness of the Wipe for Wildlife campaign at the Healesville Sanctuary in Victoria. It follows on from research conducted during a project entitled Fostering pro-environmental behaviour of zoo visitors through strategic communication where three reports were written on evaluating different theoretically-informed communication strategies designed to influence visitors behaviour. The first report outlined behaviour choices by the zoo industry. The second report focused on one particular behaviour - purchasing 100 recycled toilet paper - and presented the results of a three-part study identifying key beliefs, which if changed in the desired direction, would increase the probability that visitors would purchase 100 recycled toilet paper. Following this report, these key beliefs were incorporated into communication strategies employed by Healesville Sanctuary. The third report presented the results of a study assessing the impact of different on-site and off-site communication strategies designed to influence individuals to purchase 100 recycled toilet paper. This report presents a near-repeat the third report by seeking to evaluate changes in usage and purchase of 100 recycled toilet paper as well as the general and specific impact of on-site communication designed to influence purchasing behaviour.
Original languageEnglish
Place of PublicationAustralia
Number of pages34
Publication statusPublished - 2014

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