Auckland Zoo Goes Smokefree a CASE STUDY, 2010

Auckland Zoo Goes Smokefree A CASE STUDY, 2010 Auckland Zoo has New Zealand’s largest collection of animals and is recognised as one of the most progressive zoos in the world. A winner of national and international environmental- related awards, it is home to 117 different species and more than 700 animals, and welcomes approximately 650,000 visitors each year. Auckland Zoo has made a significant contribution to influencing and making smokefree environments normal. The Zoo developed a smokefree policy and worked together with Cancer Society, Auckland Division to implement it. This case study illustrates a strategic partnership to create environmental and organisational change. The decision to go totally smokefree was driven by zoo visitor complaints and the public expectation that Auckland Zoo was already smokefree. There are no legislated requirements for outdoor areas such as the Zoo to be smokefree. However, there are an increasing number of parks and other public facilities that are voluntarily choosing to become smokefree. In many local councils that have designated parks smokefree, including playgrounds and sports fields, the public are very supportive of the change and there has been a high level of compliance. This case study covers some of the issues faced in the journey of Auckland Zoo going smokefree and our learnings for why this was such a successful joint venture. 1 Why did you decide to What are the details of your introduce a Smokefree policy Smokefree policy? at Auckland Zoo? There is no smoking for visitors The majority of Auckland Zoo’s visitors anywhere on the Zoo grounds. If are children and their families, so we visitors want to smoke they have think it is important to provide a healthy to leave the Zoo grounds to do so. environment where children don’t see Any visitor who is seen smoking will people smoking. Supporting this, we be approached by a member of had received feedback that many of our staff and asked to extinguish their visitors expected Auckland Zoo to be cigarette or, if they wish to continue smokefree, and some were surprised smoking, to move to an area to learn that we were not. We had also outside the Zoo. received feedback from some visitors We have introduced a designated that second-hand smoke was making smoking area outside of the main their Zoo visit less enjoyable. This entrance to try to avoid having move also supports staff presenting as groups of people smoking at the Zoo good role models, particularly when in gates. uniform and other smokefree policies in particular settings such as schools when The Zoo’s policy specifies designated What processes did you have school groups visit the zoo. smoking areas for staff within the Zoo, to go through to get the but these areas are out of sight of the Smokefree policy adopted? public. The rationale behind this was that Zoo staff can be perceived as role Initially the issue was raised by our models, particularly the Zoo Keepers Visitor Services Manager after reviewing who feature on ‘The Zoo’ television customer feedback. The issue then went show, and we did not want children to our management team who agreed who visit the Zoo to see their role with the recommendation. models smoking. We want to be a A recommendation was then put to the responsible employer and believe we Zoo Board (a committee of Auckland need to provide these designated City Council) for their endorsement. areas alongside supporting staff who There was full support for the adoption are non-smokers or staff who are of the smokefree policy. trying to quit. Was it easy to get the policy What happens if someone adopted by council? is smoking on Zoo grounds Having gained the support of the now? Zoo’s senior management team, a full If staff or volunteers see visitors to report was submitted to the Zoo Board, the Zoo smoking they will approach with relevant background, issues, and the person smoking and inform them options. We found the Council to be Why did you decide to about the Smokefree policy. The person very supportive of implementing a make the Zoo a completely smoking is directed to the designated completely Smokefree policy. In our Smokefree venue? smoking area just outside the Zoo opinion the reason why it was so well Before we implemented a Smokefree grounds which is clearly signposted. supported was because more public policy we consulted with some of the facilities are making this type Australian zoos and other New Zealand of policy change, other zoos sites who had already introduced have done it, and the public Smokefree policies. Their experience seem to expect it now. The was that a completely Smokefree policy Zoo Board opted for the was simpler to enforce than allowing Signage outside of the main gates completely Smokefree policy as smoking in designated areas within the developed by Auckland Zoo. Visitors recommended. Zoo. are asked to go to the smoking area outside of the Zoo grounds. 2 How do you let visitors to the Has the policy been easy Zoo know that you have a to enforce so far? completely Smokefree policy? The feedback we got at the launch A communications plan was put of our policy is that most people together before the Smokefree policy thought the Zoo was already was launched to ensure visitors would Smokefree so this change in policy be effectively informed about the has meant very little difference for Smokefree policy. We also made sure most Zoo visitors. that our Friends of the Zoo (annual Generally there has been excellent pass holders) knew about the change compliance with the new Smokefree through our regular monthly email policy and there have only been a updates. We looked at all the ways we few instances where staff have had already contact our visitors and tapped to remind visitors about the policy. into that e.g. the website, Friends of the Zoo newsletters, media networks, and We have had a little confusion by promotional material. We considered some visitors from overseas (who are and used all relevant methods of used to the international no smoking communication. symbol) who have interpreted the NZ Smokefree logo on signage to The Smokefree policy is noted on the indicate that you can smoke here. Zoo website in the visitor information section: http://www.aucklandZoo. co.nz/default.asp?sectionID=99, and The international is highlighted on event promotional ‘no smoking’ material and tickets. Nosymbol Smoking Please Signage was strategically placed so November 2004. Reprinted November 2009. Code HE1626 that the message was clear but did not However, when we have detract from the Zoo experience. We approached visitors and explained picked locations for signage by asking the policy we have found people staff for suggestions and from the result to be apologetic and very of a butt count to establish where compliant, and we are adapting people were commonly smoking. We our signage to prevent this confusion. chose to use the standard New Zealand What did you do to launch the How have the public Smokefree signage at the entrance and policy? also developed our own signage based responded to your new on the Smokefree logo for the front gate Smokefree policy? We decided to launch the Smokefree policy to coincide with World Smokefree and elsewhere around the Zoo. We have had great support for our new Day, May 31st. There was significant media coverage Smokefree policy. Internally to launch the policy we held of the Smokefree policy at the time of As we said, we have found that most a staff briefing and staff were offered its launch on World Smokefree Day, 31 people thought that the Zoo was packs that included some Smokefree March 2010. We also had Cancer Society already Smokefree and all other merchandise and quit information for Auckland staff and volunteers letting all feedback is that the new policy is great. Zoo staff who smoke. visitors know about the policy during We have not had any complaints from the first weekend of its launch. visitors about the Smokefree policy. To launch the policy to the general public we put out a press release (which The public response is also a reflection was very well picked up) and we had of the fact that 80% of the population volunteers from the Cancer Society don’t smoke, and that smokers are Auckland at the Zoo entrance the generally very considerate, especially weekend before World Smokefree Day when there is clear signage explaining The standard smokefree signage letting visitors know about the new where people can and can’t smoke. used throughout Zoo grounds. Smokefree policy and giving away mints and other merchandise. 3 The Zoo got a lot of media How did you work with staff to What tips could you give attention at the launch of ensure they were onboard with to others who are working the Smokefree policy. How the Smokefree policy? to implement a Smokefree did you generate this much policy? At first there were some concerns raised media? by some staff about the introduction The key for us was consulting and A joint press release was prepared of a Smokefree policy. Throughout the communicating with staff about how from Auckland Zoo and Cancer process of developing the policy, staff the policy would work and how they Society Auckland Division – along with were consulted to ensure that they could contribute to the successful individual releases. These were circulated supported the policy, understood why implementation of the policy. It was also to both agencies media networks prior the policy was being implemented important to communicate the policy to the launch event.

Load more