IUCN CSS Behaviour Change

CENTER FOR SPECIES SURVIVAL ON BEHAVIOUR CHANGE Proudly hosted by Zoomarine Portugal

Established in 2025, the Center for Species Survival on Behaviour Change (CSSBC), hosted by Zoomarine Portugal – a zoological institution with over 30 years of experience in inspiring and actively contributing to marine conservation – serves as a hub for integrating behavioural sciences into conservation practice.

Developed in close articulation with the IUCN SSC CEC Behaviour Change Task Force, the Center aims to connect conservation practitioners, researchers, and policymakers to advance behaviour change approaches that address critical biodiversity challenges.

Activity

The CSS Behaviour Change, hosted by Zoomarine Portugal, prioritizes behaviour change interventions for marine fauna conservation. Its main role is to bridge the gap between behavioural sciences and conservation practices by developing innovative research methods, building practitioner capacity, and providing evidence-based policy recommendations.

Working closely with the IUCN SSC CEC Behaviour Change Task Force, the Center will support the establishment of standards for designing and implementing behaviour change interventions for biodiversity.

Through formal partnerships with local and national authorities, and international institutions, the CSS Behaviour Change will support the integration of behaviour change principles into existing conservation initiatives while building strong coalitions. By connecting practitioners across regions and disciplines, it will foster communities of practice, where expertise and lessons learned are shared effectively. The Center will help identify behaviours that most impact species survival and develops targeted interventions that align conservation goals with human behavioural patterns, delivering stronger results where traditional approaches have not been effective.

Através de parcerias estratégicas com autoridades locais e nacionais, bem como com instituições internacionais, o CSS Behaviour Change potencia a integração de princípios de mudança comportamental em iniciativas de conservação já existentes, ao mesmo tempo que constrói novas parcerias estratégicas. Estas novas redes multidisciplinares, são plataformas de intercâmbio, onde conhecimentos e experiências são partilhados de forma integrada. O Centro ajuda a identificar os comportamentos com mais impacto na sobrevivência das espécies e desenvolve intervenções específicas, que alinham os objetivos de conservação com os padrões comportamentais humanos, permitindo alcançar resultados mais eficazes, onde abordagens de conservação tradicionais têm revelado limitações.

SUPPORTING THE SPECIES CONSERVATION CYCLE

Framed within the Species Conservation Cycle of the Species Survival Commission (SSC), the CSS Behaviour Change develops its behavioural change projects focused on marine fauna conservation, based on three main lines of action.

CSSBC Action Plan

Marine Conservation Behaviour Change

Based on Zoomarine’s experience through its Marine Species Rehabilitation Centre – Zoomarine’s Safe Haven, this initiative identifies and addresses the human behaviours that most affect marine fauna conservation, with a view to future expansion to Portuguese-speaking countries.

CSS Behaviour Change works with fishing communities, governmental and non-governmental entities and other stakeholders to understand human behaviours that impact conservation, developing effective, science-based strategies that promote sustainable practices and measurable results for the long-term protection of marine ecosystems.

Through community engagement patterns, the Centre will identify critical points for behavioural interventions. This project aims to implement evidence-based and culturally appropriate interventions, offering practical solutions to conservation professionals.

Capacity Building

This cornerstone initiative establishes the first comprehensive framework for integrating behavioural science into conservation practice. In partnership with the IUCN SSC CEC Behaviour Change Task Force, the CSS Behaviour Change will support the development of a competency registry for designing and implementing behaviour change interventions.

Specialized training programs will be delivered to conservation practitioners, alongside standards for intervention design, implementation, and evaluation. Through dedicated forums and workshops, the project aims to build a robust professional network, connecting behavioural science expertise with on-the-ground conservation needs.

Conservation Communication Innovation

This forward-looking initiative explores how emerging communication approaches can advance marine conservation through behaviour change. The CSS Behaviour Change supports research on innovative formats such as virtual reality, augmented reality, and digital influencers to drive conservation behaviours.

Starting with a local approach – through partnerships with schools, visitor experiences at Zoomarine, and targeted social media – the Center tests and refines interventions that go beyond awareness to create measurable behavioural outcomes.

Results will be shared through the Center’s international network, informing global best practices in conservation communication.