“Save Our Zoo”: A COVID-emergency fundraising campaign

In 2020, Chester Zoo faced the biggest challenge in its 90-year history when it was forced to close because of the pandemic. Six months later and the world-famous Zoological Society had raised £4.8million with its global marketing campaign, ‘Save Our Zoo.’ With more than 3,000 pieces of media coverage, including 605 headline mentions on both sides of the Atlantic, it’s safe to say the team at Chester Zoo made a splash with their emotive, intelligent and compelling campaign. ‘Save Our Zoo’ became a social media phenomenon, reaching 40 million users across multiple platforms including Twitter, Facebook, Instagram and YouTube, and securing more than 6.5million engagements in six months. This, alongside a 300 per cent increase in website traffic and 583 per cent more regular donors, helped ensure the survival of the UK’s most beloved zoo. From animal lovers to conservationists across the world, everybody stepped up to ensure Chester Zoo could continue its vital work. Over 90 countries pledged support, while 137,000 new people offer donations, allowing the zoo to continue fighting extinction and creating unforgettable experiences.