Coastal Services Center

Beach visitors spent $10 billion in California last year. Sea slugs help fight the effects of Alzheimer's disease. The ocean produces more oxygen than all the forests combined.

These are some of the messages featured on billboards and bus shelters as part of California's "Thank You Ocean" public awareness campaign, which also features a television public service announcement directed by award-winning cinematographer and ocean photographer, Bob Talbot.

"Everyone who sees it loves it," says Columbine Culberg, ocean etiquette coordinator for the National Oceanic and Atmospheric Administration's (NOAA) National Marine Sanctuary Program and one of the campaign coordinators.

The campaign was put together by the California Ocean Communicators Alliance, a group of more than 300 communications professionals in ocean-related organizations, agencies, and businesses, and was created by The Hive Advertising of San Francisco.

The ads direct viewers to go to www.thankyouocean.org, where informational links provide five ways to thank the ocean:

• "Learn about the ocean" features links to aquariums and classes.
• "Experience the ocean" provides visitors with access guides to ocean and coastal places.
• "Respect the ocean" describes how to act in and around the ocean, as well as when encountering wildlife.
• "Choose the ocean" provides information on how everyday choices can impact the ocean's health.
• "Make a difference" encourages participation in activities such as beach cleanups, public meetings, and ocean organizations.

The website also features a special page for kids and information on the alliance.

Beginning in April 2005, the alliance held three workshops where the scope and concepts of the campaign were hammered out, providing the basis for the advertising agency's creative efforts, says Brian Baird, assistant secretary for ocean and coastal policy for the California Resources Agency, and campaign co-chair.

The campaign, which was sponsored by the California Resources Agency, NOAA, and grant funds, was launched in September 2006 at the California and the World Ocean Conference.

The price tag for producing the public service announcement and paying for ad space has been about $500,000, Culberg says. Including donated ad space, the total value of the campaign has been more than $1 million.

"We got a great deal," she says. Baird notes that they are currently working to evaluate the reach of the effort and are hiring a strategist who will look for ways to increase the campaign's effectiveness and identify new sources of funding to buy media space and time.

"It's such a simple message that speaks to everyone," Culberg says. "It's been as powerful and effective as it's been because of the alliance."

Baird adds, "It's very exciting. It's been a great collaboration."

To view the "Thank You Ocean" ads, go to www.thankyouocean.org. For more information, contact Columbine Culberg at (805) 963-3238, ext. 10, or Columbine.Culberg@noaa.gov. You may also contact Brian Baird at (916) 657-0198, or brian@resources.ca.gov.