Build A Wave

Challenge

When Blue Frontier’s President David Helvarg decided to mark World Ocean’s Day 2018 with the first March for the Ocean, he envisioned mass events in our nation’s capital and around the world to fight offshore oil drilling, end plastic pollution, and protect our coastlines.

As chair of the March for the Ocean steering committee, he had less than a year to attract partners, sponsors, volunteers and media, as well as to produce the main march, a flotilla and rally, and to monitor affiliated events.

Strategy

Eleanor Kerlow PR was asked to co-chair the media committee along with Wingspan Media Productions, and served as co-media and communications director for the march.

The committee created a multi-faceted, multi-platform, campaign strategy that included the march’s slogan, “The Ocean Is Rising And So Are We.” The slogan was paired with a logo designed by illustrator Jim Toomey, showing a wave cresting toward the U.S. Capitol. The team created four primary hashtags. Youth leadership was emphasized. AR and frames were developed for social and mobile media. The campaign encouraged everyone to "Wear Blue for the Ocean" and to “March for the Ocean” on June 9.

The media committee developed media outreach plans that could be recast for local events. They co-branded video promos with partner groups, ocean leaders, event speakers and supporters which they shared with their networks and members. Eleanor Kerlow PR, along with media committee members, coordinated press opportunities and leveraged commentary produced by prolific writer and author Helvarg.

Impact

A blue wave rose for the first March for the Ocean. More than 200 groups came together to support a live streamed main event with 3,000 marchers in Washington, D.C. Additionally, the campaign inspired 100 events, many youth-led, in 26 countries around the world.

Palm Beach Daily News wrote an editorial, “Let’s Pitch In to Clean Up Our Beaches.” Bahamas Local wrote, “March for Ocean Protection Dubbed A Success.” Saipan Tribune declared, “Environmental Preservation Needs Youth Involvement.” Ireland’s Dun Laoghaire Rathdown County Council praised its young leader of “Flossie’s March for the Ocean.”

Broadcast coverage ranged from Dutch and Spanish language TV to local television in Tbyee Island, Georgia, West Palm Beach, and Hollywood, Florida, among other locations. Social media surged to 16 million people the week before the march, and from start of planning to a week afterwards, the March for the Ocean social media reach totaled 69.5 million people. March for the Ocean events continued globally and were expanded in cities such as Paris, Cozumel, and Halifax.

The impact for Blue Frontier has been raised influence, noted through additional speaking invitations, increased writing opportunities, and a fellowship to develop an Ocean Climate Action Plan at the Middlebury Institute’s Center for the Blue Economy, in Monterey, California.

Eleanor Kerlow PR continues to serve as communications advisor to Blue Frontier and has helped Blue Frontier expand its programming and provide media training to science communicators and ocean advocates.