This integrated communications
campaign is based on the recommendations and observations of
organizations that are directly involved in nurturing Hawaii’s
coral reef ecosystem. Approximately 18 months of research and
collaboration, including the results of a study by Ward Research,
form the basis of this awareness effort. Beginning during the
later part of 2001, organization representatives
gathered on the islands of Hawaii, Maui, Oahu, and Kauai and
were asked three main questions regarding coral reef outreach
and education: 1) identify the main target audiences, 2) identify
the messages that need to be relayed, and 3) identify the most
effective methods to delivery the messages.
The campaign is intended
to relay the key messages to various target audiences using
the most appropriate communications tools and leveraging and
highlighting existing programs and activities.
The vision of this
effort is that through a unified communication effort and continued
collaboration, our united messages regarding coral reef conservation
will form a timeless campaign that is meaningful and reaches
all walks of life. This project is intended to be 100% inclusive,
and not exclusive, and continuously growing in partners and
support.
