The illegal wildlife trade (IWT) is a serious issue that threatens many species worldwide. Zoos and aquariums are in a prime position to educate visitors about this issue and work to reduce the impact of IWT. This article describes the work of four zoos across the United States that tested different ways to engage with visitors and broader communities regarding the topic of IWT. While each zoo used unique techniques to engage with the public, the authors identified common lessons learned that are relevant to all informal learning institutions interested in messaging complex topics to their audiences. The authors describe three commonalities that should be considered in the development of educational tools and messages: semantics and word choices, message framing, and the need for cultural sensitivity and respect when discussing challenging topics.