The success of this approach relies on sending a clear message across all target audiences and sectors. It is a message that must underscore why food security and livelihood, marine managed areas, sustainable seafood production, trade, and consumption, and low-impact tourism are important to everyone.

It is a message that should change minds, encourage discussion, and ultimately spur people into action.

It is also a message that must help secure long-term support and co-investment from a wide range of sources in the protection and sustainable management of marine habitats and coastal resources.

WWF is working with various partners and stakeholders to promote their own activities, tell stories that capture the experiences from the work on the ground and that inspire people to generate investments in marine conservation efforts.

With the increasing global recognition of the Coral Triangle as a key region, WWF aims to turn abstract concepts into reality, and communicate practical ways to lend support, from donating money to being a responsible tourist and making enlightened purchase choices. The idea of a blue economy must drive home the significance of healthy oceans for healthy people.

Advocacy campaigns capitalize on the appeal of iconic and charismatic species, such as turtles and sharks, to influence public opinion and rally support for positive action. Enlisting celebrity ambassadors and running social media campaigns are other approaches to reaching a wider audience.

Communications will continue to promote responsible seafood consumption, as more definite action is required from people in choosing the “more responsible” seafood, from learning which species to avoid, to deciding which vendors or dining establishments to patronize. Seafood guides are now being promoted by WWF through a wide range of media, including mobile phone applications.

As measures of its success in marketing and communications, WWF aims to see private sector and industry partners applying business practices that directly support marine conservation.

A commitment from a new major donor to help fund work in the Coral Triangle should be secured, and large numbers of individual supporters mobilized and engaged through campaigns, events, and activities to help drive policies, transform industries, and raise funds.

Through its strategy of Marketing and Communications, WWF works across the region and links up with like-minded institutions to find innovative, effective ways to let the call for sustainability be heard all over the world.