Zoos and amphibian conservation: Evaluating the impact of "The Year of The Frog" Campaign

The global reach of zoos has enormous potential to raise awareness of conservation issues such as the amphibian extinction crisis. One mechanism of achieving this is through targeted, time-limited campaigns. However, the longer-term impact of such campaigns on conservation outcomes is rarely evaluated. The goal of this study is to evaluate how zoos view "The Year of The Frog," a campaign launched by zoos in 2008, with the aim of raising awareness of the global amphibian crisis and generating funds to support amphibian conservation initiatives. A questionnaire-based survey of 43 zoos from fourteen countries was used to evaluate how zoo practitioners believed the campaign influenced amphibian conservation some 10 years after its launch. Survey results showed that the campaign not only contributed to the improvement of research into amphibian husbandry in zoos but also increased support of in situ conservation of amphibians. Zoos focused on exotic species, but developed countries led most of the actions of the campaign. The campaign has inspired and encouraged some zoos and other ex situ conservation organizations to embrace amphibian conservation. The next step is to increase collaboration with more organizations through, for example, AArk and IUCN SSC/ASG, particularly in countries that have high amphibian biodiversity.