Human-Centered Approaches to Ocean Conservation Communication

The ocean has always mesmerized me—a powerful yet calming force. I can't be near it without going to say hi, and I can't walk by it without getting wet. 🌊 This fascination drives my interest in how we communicate about ocean conservation and how effective communication can drive more support for protecting it.

So many people go to the beach every year and yet don’t feel concerned about its state and protection. How can we change that?

What makes people tick? What engages them? And what about those who don’t live by the ocean? We all benefit from a healthy ocean, but understanding this can be challenging, even for those living nearby.

How Effective Communications Can Drive Ocean Conservation?

To answer these questions, two reports have been particularly insightful:

• Heartwired to Love the Ocean: A Messaging Guide for Advocates - by Heartwired

• How to Talk About the Ocean so that People Will Listen: A Quick Guide - by Framesworks

  
  

Understanding Different Mindsets Regarding The Ocean

A lot of people feel a connection to the ocean, but not everyone relate to it the same way. According to Heartwired, there are six unique mindsets of potential ocean protectors. Understanding these mindsets and knowing how to tap into them can significantly improve our communications about ocean conservation. When we can reach people in a more relatable way, by making science approachable and engaging people emotionally with the issues, we also improve our chances to empower them to take action.

When you think of the ocean, which of these statements feels closest to you?

1. You think of the salty breeze on your skin, the feeling of sand between your toes, and the calming sound of waves.
   

2. You see the ocean as a magnificent creation, a testament to the beauty of a higher power.
   

3. You are fascinated by the incredible wildlife that calls the ocean home, from the biggest whales to the tiniest crabs.
   

4. You believe that strong laws and policies are essential to protect the ocean for future generations.
   

5. You find the ocean to be the ultimate place for serene, peaceful moments, a sanctuary for relaxation.
   

6. You cherish the memories of family trips to the beach, a tradition you hope to continue for generations.

(BONUS #7) I believe we could also add a seventh perspective: The ocean is your playground. You love practicing adventurous water sports such as surfing, sailing, and other exciting activities.

These statements represent the six mindsets of potential ocean protectors. Understanding these mindsets and how to tap into them can greatly improve our communications about ocean conservation. Heartwired explores each mindset in detail and share how we can connect with people on an emotional level to inspire action.

Learn more: Heartwired to Love the Ocean: A Messaging Guide for Advocates - by Heartwired

Understanding these different mindsets makes it clear that we can share a connection to the ocean from very different perspectives. By valuing these different approaches, we can make our messaging more inclusive and engaging. This ensures that our communications about ocean conservation resonate with a broader audience, inspiring more people to join the effort to protect our oceans.

In practice

I know some people who go to the same beach every summer since they were kids. I have friends who do yoga on the beach, others that like to go whale watching, and one friend told me she was going to the ocean every Sunday like she would go to church.

These people would be extremely sad if their beach were destroyed or if they couldn’t swim in their ocean because it was too polluted. Yet, most of these people aren’t considered ocean protectors or activists… yet.

I strongly believe that effective communication can be a key element here. These people would probably be willing to help if we managed to engage them properly—if they understood what was happening, felt connected to the cause (using the different mindsets), and knew what they could do to make a difference.

Take someone who does yoga on the beach (and if they don’t live by the ocean, maybe they attended a yoga retreat at the beach)—they have a specific link to the beach because of the experience they lived there.

• Understand their mindset: Touch on the calming, serene effect of the ocean and the transformative experiences they have had there.

• Make it local and specific: Target the beach where they go to do yoga.

• Engage a relatable spokesperson: Such as the yoga teacher to share concrete ways they can protect the ocean.

Another example would be a family that goes camping at the same beach every summer. They have fond memories of that place and want their children to continue the tradition. Creating messaging around these family traditions would be a great emotional approach. The local lifeguard or the owner of the campground could serve as a spokesperson. Their advocacy for ocean protection would resonate well with the community.

Expanding Beyond the Ocean Conservation Bubble

Effective communication about ocean conservation must reach beyond the existing circle of ocean enthusiasts. To engage a broader audience and inspire more people to care for and protect our oceans, we need to adopt the following strategies:

1. A Long-Term, Global Approach with Local Messages and Actions
   

   • Engaging local spokespersons and influencers who have a diverse audiences and are trusted by local communities.
     

   • Providing specific, nearby examples to make the issue more relatable.

     
     

2. A Human-Centered Approach
   

   • Clearly explaining the problems affecting the ocean, emphasizing that humans have caused these issues and can also help solve them.
     

   • Harnessing the power of storytelling to increase emotional connection—using compelling stories of people from various backgrounds actively making a difference, allowing other to see themselves in these narratives. This is where the six mindset approaches can become very handy!
     

   • Highlighting the urgent need for action while providing clear, practical steps that individuals can take to make a difference.

Learn more: Heartwired to Love the Ocean: A Messaging Guide for Advocates - by Heartwired

Tapping into the Power of Metaphors - The Health of the Ocean

The report "How to Talk About the Ocean so that People Will Listen: A Quick Guide" offers a powerful metaphor to connect people to the ocean situation. Many are unaware of the problem's extent, feel disconnected from their actions' consequences, or don't understand their impact. Framing the messaging differently can change perspectives and increase climate action.

Talking About the Health of the Ocean

Using the metaphor of health when discussing the ocean helps people understand the situation more intuitively. Just as our bodies can heal with proper care, so too can the ocean. Discuss damages using terms like wounding, infecting, and symptoms. Introduce repair with words like healing, reviving, and treating. Frame solutions with terms like treatment, diagnosis, and prognosis.

This metaphor can also help introduce concepts such as Marine Protected Areas as physiotherapy allowing the ocean to heal.

Frameworks's guide also presents a Do's and Don'ts list - a great reminder of what works and what doesn't when it comes to engaging audience about ocean conservation.

Learn more: How to Talk About the Ocean so that People Will Listen: A Quick Guide - by Framesworks

Understanding our audience is the cornerstone of effective ocean conservation communication. By embracing the diverse mindsets of potential ocean protectors and crafting messages that resonate on personal and emotional levels, we can expand our reach beyond the traditional circle of ocean enthusiasts.

It's essential to step out of our echo chambers and engage with broader audiences, leveraging local voices, compelling storytelling, and clear, actionable steps. As communicators, we must continuously experiment, learn from successes and setbacks, and adapt our strategies to maximize impact.

🤿 If the topic interests you, make sure to dive into these two reports:

• Heartwired to Love the Ocean: A Messaging Guide for Advocates - by Heartwired

• How to Talk About the Ocean so that People Will Listen: A Quick Guide - by Framesworks