Thank You Ocean Campaign

California has 1,100 miles of shoreline, ranging from dramatic cliffs to sandy beaches. According to a 2006 Public Policy Institute of California’s poll, 88% of California residents say the condition of the coast is important to them personally. In addition over 60% of Californians believe that the ocean is important to the overall economy and quality of life in the state*.

However, according to a recent national survey on ocean awareness, nearly 60 percent of Americans do not realize that more plants and animals live in the oceans than on the land; 75 percent mistakenly believe that forests, rather than oceans, are the planet’s major source of oxygen; and 40 percent are unaware of the essential role oceans play in regulating climate**.

In Governor Schwarzenegger’s 2004 Ocean Action Plan, he called for the development of a public awareness campaign that empowers individuals to understand and take action to address the threats facing the ocean. The 2004 federal U.S. Ocean Action Plan also called for greater public education about the importance of the nation’s coasts and oceans. In 2006, the California Thank You Ocean Campaign was launched to fulfill both of these plans’ call to action to educate and inspire Californians to take action protecting our ocean.  The campaign is a joint partnership between the California Natural Resources Agency and the National Oceanic Atmospheric Administration (NOAA) with support from the California Ocean Communicators Alliance. The goal of the Thank You Ocean campaign is to raise awareness of ocean and coastal issues for Californians and encourage ocean stewardship.

The campaign was launched at California and the World Ocean Conference in Long Beach, California in September 2006 and continues to gain ground.  The Thank You Ocean campaign consists of public service announcement produced by world-renown cinematographer Bob Talbot, several print and outdoor advertisements, a bi-weekly podcasts featuring leaders in ocean policy, and a website (www.thankyouocean.org). Campaign materials focus what the public can do to help alleviate four major threats to the ocean:
• Climate change
• Marine debris
• Water pollution
• Marine life decline

Funding
The OPC awarded $110,000 in 2006 to the Monterey Bay National Marine Sanctuary Foundation begin developing the education campaign. The OPC then awarded two  grants of $95,000 and $45,000 in 2008 to consultants, WunderMarx and Tim Jemal, to further develop the web and media campaign as well as long-term funding strategies.

Previous Project Contractors
Wundermarx Public Relations
Tim Jemal Public Affairs

Council Documents
Thank You Ocean Campaign Staff Recommendation

Partners
NOAA
NOAA National Marine Sanctuaries
California Natural Resources Agency: Ocean management program

* 2006. Public Policy Institute of California, Statewide Survey, February 2006: Californians and the Environment, San Francisco, California.

** 1999. Belden, Russonello, & Stewart and American Viewpoint. Communicating about Oceans: Results of a National Survey. Washington, D.C.: The Ocean Project.