The world’s oceans – their temperature, chemistry, currents and life – drive global systems that make the Earth habitable for humankind. Our rainwater, drinking water, weather, climate, coastlines, much of our food, and even the oxygen in the air we breathe, are all ultimately provided and regulated by the sea. This past week at the Rio+20 Summit, world leaders and water conservation groups joined forces to discuss how we can better create a sustainable environment for our Earth’s oceans.
Over the past year, several charities and companies have advocated and fundraised for ocean conservancy via social media in unique and innovative ways. Below we share three of our favorite examples.
Ocean Voyages Institute: Inundating the Web with Viral, Interactive Video: Project Kaisei, the ocean cleanup initiative of non-profit Ocean Voyages Institute, dedicated to ridding our world ocean of plastic, took the unconventional approach of using a single goldfish as its not-so-secret fundraising weapon last year. The quirky, 30-day campaign centered on a streaming video of “Kai” (pronounced Ki) a small goldfish involved in an epic battle against plastic pollution. The campaign turned Facebook fans into active donors by using an aquarium-sized representation of the swirling mass collection of plastic that daily threatens and kills marine life in the currents of the North Pacific Gyre.
TerraYebo, Inc.: Protecting your Virtual Piece of Ocean and Land: This past spring, Michigan-based technology company and social enterprise TerraYebo, Inc. launched MyInchofTheEarth.com, the first patent-pending technology allowing people to claim any virtual piece of the earth or ocean while supporting worldwide causes and nonprofit organizations. In recognition of Earth Day and National Park Week 2012, people are now able to use MyInchofTheEarth.com to claim their virtual square inch of America’s National Parks, with proceeds supporting the National Park Foundation (NPF), the official charity of America’s national parks. Through its works, NPF is dedicated to raising private funds that directly aid, support and enrich the country’s nearly 400 national parks and their programs.
World Wildlife Fund and Coca-Cola: Creating Cause Marketing Partnerships that Make Sense: Last winter, if you didn’t notice, white was the new red in the world of Coca-Cola. The World Wildlife Fund (WWF) joined forces with Coca-Cola in a highly effective cause marketing partnership to help protect the polar bear’s Arctic home. The soda company turned its iconic red cans white in celebration of the polar bear and committing up to $3 million to WWF’s polar bear conservation efforts. The Company also asked fans in the U.S. to join the “Arctic Home” campaign by texting donations. This campaign not only raised significant awareness and donations for the wildlife charity, but also made marketing sense for a company whose seasonal ads have historically been linked to polar bears and the Arctic.
What do you think? What other organizations, companies and individuals are using social media effectively to advocate for clean oceans?
This post is part 5 of the “Rio+20: Social for Sustainability Series” on ArmchairAdvocates. This week, world leaders and thousands of participants from all cross-sections of civil society will come together in Rio de Janeiro, Brazil to discuss seven critical issues: decent jobs, energy, sustainable cities, food security and sustainable agriculture, water, oceans, and disaster readiness. ArmchairAdvocates will be sharing and discussing how organizations, businesses and individuals are using social media to make an impact in sustainability.