Environmental educators using animal companions can compel individuals to engage in pro-environmental behaviour by promoting environmental values, beliefs, and behavioural norms. This study examines how institutional context and mission influence the framing of these types of messages in live animal interpretive experiences. I compare three animal-themed organizations with different types of animals and missions: a rescue organization, a research facility, and an aquarium. I use value-belief-norm (VBN) theory to create a typology of VBN pathways. I find that educators articulate the value of the animal as an individual, species, or ecosystem, which informs how beliefs, threats, and behavioural recommendations are framed in each context. I argue that all three organizations could better frame the audience as agents of change and encourage high-impact environmental behaviours. I suggest educational institutions can use the VBN framework to design programs to better reflect their values and tailor their messages to promote mission-supporting behaviour change.