Blue Ocean Society PR Campaign...

To empower and recruit young families to take ownership in the conservation efforts at the beaches they so often frequent...

The Issues:

Young families comprise some of the largest numbers of users of NH beaches, but also some of the fewest conservation volunteers.

Ownership of and education about marine conservation is a huge concern.

Passing on a new model of the importance of conservation to the next generation is key.

Audience Profile:

Primary: Parents in young families – those who need to see the need enough to take the time and make the effort...

Secondary: Children in young families – those who can convince their parents of the need...

Tertiary: Peers who can help influence young families into conservation efforts...

The Situation at Hand...

“We must help children acquire proper respect for their environment if they are to learn sound environmental

practices.” - Stewart Cohen

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It is vital to current and future generations to convince parents in young families to buy into marine

conservation...

Delivery Plan...

Young families just don't seem to utilize traditional forms of media. Therefore, a more “line of sight” and “word of mouth” approach is necessary...

Line of Sight: Fliers, posters, etc. in frequented local businesses.

Word of Mouth: Social media based communications, allowing for both audience interaction and peer influence.

Metrics: Success will be measured in three ways...

1) Reputational Analysis – tracking how the messages are received through surveys, interviews, and social

media tracking...2) The “Spread the Word” Metric – getting an idea of

the effectiveness of the campaign through partnerships with local businesses...

3) Activism – both the increase in volunteer numbers and the actions in reaction to the message can provide quite a bit of valuable quantitative and

qualitative information...

The Message:

References:

Cohen, S. (1993). Reclaiming our earth: Recycling and conservation. Childhood Education, 70(1), 44-44. Retrieved from http://ezproxy.snhu.edu/

All Images are from royalty free clipart collections. Except for the poster on the message slide, which was designed by James Allan.