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OCEAN CONSERVANCY

Writing and Publications

Challenge:  How to build support for corporate, policy and individual behavior change directed at cleaning up the world’s oceans and waterways.

Approach: Raise awareness of trash in our oceans and what we can do about it by issuing yearly report focused on results of Ocean Conservancy’s International Coastal Cleanup, one of the world’s largest volunteer efforts, mobilizing more than 400,000 individuals and organizations in more than 100 countries. Provided the overall strategy for publication content and design; established new “Marine Debris Index” featuring country-by-country rankings of amount and type of trash found; served as executive editor; and devised and helped implement an agency-wide communications plan aimed at media, members, current and potential donors, and key policy makers at the US and global level. Plan included close collaboration and increased support from program partners, including Coca-Cola, Bank of America, Dow Chemical, EPA, NOAA and the UN Environment Programme, among others.

Change Ignited: Report generated significant media coverage, a three-fold increase in web visitors, and thousands of new Facebook fans and YouTube viewers.  Interest ignited among influential policy makers, corporations, and activists to address this issue.  I augmented this effort by bringing in pro bono assistance from Booz Allen Hamilton to help me lead an initiative to craft a comprehensive three-year plan for the future growth and development of the International Coastal Cleanup and a new trash-free seas program.