The San Diego Zoo’s Spring 2025 campaign presentation outlines a strategic effort to re-engage young adults (ages 18–26) with wildlife conservation through interactive, nostalgic experiences. Recognizing that Gen Z is both eco-conscious and skeptical of traditional zoos, the campaign reframes the zoo as a place of ethical conservation and lifelong wonder, not just a destination for families with children. Branded under the message “Once a kid, always a kid,” the initiative includes playful out-of-home ads, a mobile pet-care game, and immersive scavenger hunts across zoo habitats. These activities deepen education around conservation ethics while inviting digital engagement and real-world exploration, culminating in rewards like exclusive zoo access and a Wildlife Guardian Certificate.

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