A new Center for Species Survival was launched on 15 April 2025 through a strategic partnership between the IUCN Species Survival Commission (SSC) and Zoomarine–Portugal. This initiative establishes the first European center dedicated to integrating behavioural science into species conservation strategies. Operating in coordination with the SSC and Commission on Education and Communication Behaviour Change Task Force, the Center serves as an international hub for developing evidence-based behavioural interventions. Hosted by Zoomarine–Portugal, it prioritizes marine conservation by targeting human behaviours that contribute to biodiversity loss where traditional approaches have shown limited success.

The Center addresses a critical gap in conservation methodology by recognizing that lasting success requires targeting the underlying human behaviours driving biodiversity decline. This approach enables comprehensive strategies that address both ecological and psychological dimensions of modern conservation challenges.

The Center’s framework includes formal collaborations with governmental agencies at local, national and international levels, facilitating integration of behaviour change strategies into environmental policy. Priority initiatives focus on marine fauna conservation, addressing critical threats such as pollution, overfishing and habitat destruction through behavioural interventions.

The Center supports the SSC Species Conservation Cycle through three pillars: marine conservation behaviour change initiatives working with fishing communities in Portuguese-speaking countries, capacity building programmes establishing the first comprehensive framework for integrating behavioural science into conservation practice, and conservation communication innovation exploring virtual reality, digital influencers and targeted social media strategies to create measurable behavioural outcomes. This model addresses conservation challenges from individual behaviour modification to systemic policy integration, establishing a framework to support global conservation efforts.