Taronga Conservation Society Australia is a zoo‐based conservation organization that recognizes the key role animal welfare plays in the ability to pursue the institutional mission – securing a ‘shared future for wildlife and people’. In order to achieve this, Taronga believes that its role in conservation is to create direct and positive connections between people and wildlife, which will lead to the protection of threatened species and an increased understanding of wildlife. The welfare of the animals in human care is paramount and also necessary if Taronga's vision is to be achieved. The aim of embedding animal welfare into staff culture is intended to ensure that, at all times, the needs, interests and well‐being of the animals in our care are of primary concern. Over the past few years, Taronga has been working to define what is meant by good animal welfare in zoological institutions and develop a more effective approach to achieving this. The Taronga Animal Welfare Programme began in 2011. This included carrying out staff surveys and workshops, developing a charter, policies and procedures, and embarking on a process of engagement with staff and non‐governmental animal‐welfare organizations. This paper describes the actions that have been undertaken to date and suggests the steps that will be taken in future to carry this process forward.