C Y H M N ?Can You Hear Me Now? :Research and Tools on Ocean Communication

DECEMBER 13, 2012

PRESENTED BY WEI YING WONG, PH.D. COMMUNICATIONS PROJECT DIRECTOR

T d ’ P t tiToday’s Presentation

• Background‒ OrganizationOrganization‒ Market Research Initiative

• Communications Research• Communications Research‒ Key findings & Implications

d‒ Case studies

B k dBackground

Organizational Overview• Collaborative NGO • Founded by aquarium leaders• Partner network of >1,600 aquariums, zoos, science 

museums (ZAMs) and other organizationsmuseums (ZAMs) and other organizations• North American focus but growing internationally

Our mission is to inspire action to protect the world’s ocean. 

Market Research Initiative:Market Research Initiative: Goals1. Improve understanding of public opinion on the ocean,

conservation, and related issues − Track changes in awareness, attitudes, and behaviors− Provide benchmarking on emerging issues

2. Perceptions of zoos, aquariums, & museums (ZAMs) and their2. Perceptions of zoos, aquariums, & museums (ZAMs) and their role in conservation

3. Assist partners in integrating the research4. Support outreach efforts to connect the ocean/individual 

action5 Identify strategic opportunities with specific audiences/issues5. Identify strategic opportunities with specific audiences/issues 

M k t R h I iti tiMarket Research Initiative

Phase 1: Baseline dataTime frame Sample population

Aug – Nov 2008 • 22 000+ US adultsAug – Nov 2008 • 22,000+ US adults• Oversampling in 10 US markets, 2 in Canada• Additional data on youth, and 7 other nations

Phase 2: Tracking dataTimeframe Sample population

d lSummer 2009 • 4,800+ adults  

Summer 2010 • 8,500+ adults 

Spring 2011 • 12,000+ adults  

Spring 2012 • 17,000+ adults

T d ’ P t tiToday’s Presentation

• Background‒ OrganizationOrganization‒ Market Research Initiative

• Communications Research• Communications Research‒ Key findings & Implications

d‒ Case studies

K fi diKey findings

1. Knowledge & awareness2. Concern for the ocean3. Understanding of threats4. Willingness to act5. Important constituencies6. Perception of Marine Sanctuaries and ZAMs

What are the three most important issues currentlyWhat are the three most important issues currently confronting the United States?

80 0%

100.0%

Climate Change

Protect Environment

60.0%

80.0%

20 0%

40.0%

0.0%

20.0%

Economy National  Energy  Energy Cost Health Care Climate Change Protect Security Independence Environment

Knowledge & awareness

• No evidence to indicate that the public’s awareness and understanding of the major ocean threats has increased

Knowledge & awareness

• No evidence to indicate that the public’s awareness and understanding of the major ocean threats has increased

Implications– Shift from knowledge/literacy building to action inspiring

Concern for the ocean

• Want ocean to be protected on principle, but ocean generally seen as healthy

• Lack of urgency (except in times of major catastrophe, e.g. BP oil spill)

“The world’s ocean is endangered"

KEY FINDINGS100

57 5564 60 5657 55

6660 59

60

80

20

40

0

20

2009 10‐Apr 10‐Jun 10‐Aug 1Q 2011p gUS adult Recent ZAM visitor

Concern for the ocean

• Ocean generally seen as healthy• Lack of urgency (except in times of major

KEY FINDINGLack of urgency (except in times of major catastrophe, e.g. BP oil spill)

Implication‐ Focus on conveying urgencyy g g y‐ Guidance on what to do, especially in times of heightened awareness

Understanding of the threat

• Climate change increasingly seen as “overrated”, disconnected, and politicized

Understanding of the threat

• Climate change increasingly seen as “overrated”, disconnected, and politicized

• Ocean seen as overall healthy

Implication‐ Connect abstract concepts (e.g. climate change) p ( g g )to specific place/animal that resonate for your audience

Willingness to act

• See themselves as “green friendly”• Disconnected from level of understanding

KEY FINDINGDisconnected from level of understanding

What are you doing to support a “green-friendlyWhat are you doing to support a green friendly lifestyle?”

• Using natural and organic products• Changing lightbulbs in homes to CFLs/LEDs

KEY FINDINGg g g /

• Nothing• DNK• Driving a hybrid

Willingness to act

• See themselves as “green friendly”• Disconnected from level of understanding

KEY FINDING

Implications– Start with the solution– Act first, learning follows

Important constituency: Youth

• Most environmentally/socially conscious• Strongest believers in the importance of personal action

KEY FINDING

• Influencers of household decisions

I am “green friendly”

80

90

100

ent)

60

70

80

of agreeme

30

40

50

able (level 

0

10

20

Scalar varia

US Composite Age 13‐17 Age 18‐21 Age 22‐25 Age 26‐34 Age >35

Age group

Individual citizens are personally responsible forIndividual citizens are personally responsible for protecting the environment.”

8387 86

80

90

100

ent)

74 7472

68

6159 58 5760

70

80

of agreeme

30

40

50

able (level 

0

10

20

Scalar varia

12‐13 14‐15 16‐17 18‐20 21‐24 25‐34 35‐44 45‐54 55‐64 65‐74 75 +

Age group

Important constituency: Youth

• Most environmentally/socially conscious• Strongest believers in the importance of personal action

KEY FINDING

• Influencers of household decisions

Implications– Focus on youth– Provide guidance

Minorities

• Self report as less knowledgeable about environmental issues, but more willing to act for conservation

• More likely to vote for politician based on politician’s position on environmental issues

ImplicationsRea h o t to di erse a dien e– Reach out to diverse audience

Perception of Marine Sanctuaries & ZAMs

• Low awareness of marine sanctuaries• ZAMs seen as one of the most trusted sources of 

KEY FINDING

conservation information• ZAMs expected to provide guidance on conservation 

actions

Have you heard of ... ?

96.2 96.8

90100

US adult

607080

onde

nts 

Recent ZAM

16 721.330

4050

% of respo ZAM 

visitor

16.7

01020

N ti l k N ti l iNational parks National marine sanctuaries

What is a Marine Sanctuary?

Rank Description Index

1 DNK 565.0

2 A protected part of the ocean 49.9

3 A part of the ocean where no fishing is allowed 28.3

4 A part of the ocean where no recreational boating is allowed 19.4

5 A safe place for dolphins 15.9

6 A park by the water 13.7

7 A place to see sea birds 7.9

Perception of ZAMs

• Low awareness of marine sanctuaries• ZAMs seen as one of the most trusted sources of 

KEY FINDING

conservation information• ZAMs expected to provide guidance on conservation 

actions

I li iImplications– Important & unique role of ZAMs– Opportunities to work with ZAMs

Market Research:Market Research: Summary of findings

Problem• The public cares, but needs to be reminded

IMPLICATIONSp ,

• Climate change is the big concern, but also seen as overstated (and as yet unconnected to ocean health)

• The public believes the ocean is in good health, and even disasters don't do much to dent this impression

Market Research:Market Research: Summary of findings

Solution• High interest in personal actionsHigh interest in personal actions • Seeking suggestions from trusted sources  • Actions are the gateway to education, not vice versaActions are the gateway to education, not vice versa

Market Research:Market Research: Summary of findings

Motivation• People want and expect ZAMs to offer guidance; ZAMs p p g ;

are credible messengers  • People increasingly want to be seen as "green"

Market Research:Market Research: Summary of findings

Audience• Youth especially interested and surprisinglyYouth especially interested and surprisingly 

influential• Minorities self‐report as less knowledgeable but 

more likely to take action

T d ’ P t tiToday’s Presentation

• Background‒ OrganizationOrganization‒ Market Research Initiative

• Communications Research• Communications Research‒ Key findings & Implications

d‒ Case studies

Test case in online engagementTest case in online engagement

Activating their underlying concern for conservation (Online)

T t i li tTest case in online engagement

End of  Campaign 

Youth sentiment post‐campaign

campaignp g

+ 1year

The world’s ocean is endangered +14.8% +9.3%

The ocean is affected by the actions of people +10.1% +10.1%

l h h h l hClimate change threatens ocean health +18% +12%

Th O P j t’ OA t dThe Ocean Project’s OA study

National Public Opinion

Partners‐ Interviews Visitors

IdentifyOpportunities

‐ Online surveys‐Website/Social media

‐ Site specific

M k t R h N ti l D tMarket Research – National Data

100

nt)

I … “ocean acidification”

60

80

of agreeme

have heard ofam familiar with

f b

2231

21 18

40

ble (le

vel o am informed about

14 11 1410 1218

0

20

US it R t ZAM "C d btcalar V

ariab

US composite Recent ZAM visitor (12mths)

"Concerned abt CC"

Sc

M k t R h N ti l D tMarket Research – National Data

100

men

t)

I have heard of… 

60

80

of agreem

40

able (level 

Ocean AcidificationGlobal Warming

0

20

Scalar Vari

0US composite Recent ZAM 

(12mths)"Concerned" abt 

CC

S

I am worried about…

817480

100

525560

5458

74

60

80

Unprompted ‐ Ocean Acidification

126

40Global Warming

Prompted ‐ Ocean 17

0

20 Acidification

US Composite Recent ZAM (12mths)

"Concerned" about CC

OA St dOA Study summary

1. Visitor awareness and concern about ocean acidification (low, with great potential)

2 Visitor expectations and appreciation of conservation2. Visitor expectations and appreciation of conservation information (high)

3. Aquarium and science center visits as activation points (critical)

A k l d tAcknowledgements

We would like to extend special thanks to NOAA for providing the bulk of the funding for our ongoing 

k h d ll b i hmarket research and collaborative outreach initiative through 2013.

Additional support provided by The Curtis and EdithAdditional support provided by The Curtis and Edith Munson Foundation and a foundation that requests anonymity.h d h f lThe Ocean Foundation serves as the fiscal sponsor for The Ocean Project.

Q ?Thank you! Questions?CONTACT INFORMATION:WEI YING WONG

WYWONG@THEOCEANPROJECT.ORG

WWW THEOCEANPROJECT ORGWWW.THEOCEANPROJECT.ORG

WWW.THEOCEANPROJECT.ORG/MARKETRESEARCH