The Fort Worth Zoo, the nation’s third largest zoo and a recognized innovator, sought to launch a new exhibit called Texas Wild! showcasing the flora and fauna of the Lone Start State. But the zoo faced criticism from animal advocates and media for including a “hunting as conservation” theme as an integral part of the exhibit. This approach threatened to polarize donors, visitors and staff, limit donations to the $40 million capital campaign, and tarnish the zoo’s reputation. Working with zoo leaders, Bustin & Co. developed an educational campaign based on the zoo’s record of innovation and supported by extensive research countering opponents’ accusations and affirming the need for conservation messages, including hunting as a tool. More than $45 million was raised, negative press was virtually non-existent, and the exhibit has continued to enjoy local and national acclaim.
