Billion Oyster Project - Climate Communications and Thought Leadership Strategy
About The Client
It took less than 100 years for New Yorkers to wipe out the oyster population in New York Harbor, now the Billion Oyster Project is rebuilding and rewilding this very important keystone species, natural resource and habitat. The Billion Oyster Project is a groundbreaking environmental initiative focused on the ecological restoration of oyster reefs in the waters surrounding New York City. The project aims to reintroduce one billion live oysters into the New York Harbor by engaging local communities, students, and volunteers in oyster cultivation and reef-building activities.Since launching in 2014, the Billion Oyster Project has worked with 70+ NYC restaurants and restored 130 million oysters across 12 acres and 18 different reef sites and plans to rewild 100 million oysters to New York Harbor in Summer 2024 .
Climate communications STRATEGY + THOUGHT LEadership
Phocus Creative was tasked with building out a in-depth climate communications strategy and cultivating thought leadership opportunities . Including managing strategic media, events and partnerships for the organization.
WHY OYSTERS?
Oysters play a crucial role in marine ecosystems, and their reefs provide a range of environmental benefits. As filter feeders, oysters help improve water quality by removing impurities and excess nutrients from the water. A single oyster can filter several gallons of water per day, contributing to the overall health of the ecosystem. The Billion Oyster Project leverages this natural filtration ability to enhance water clarity and support the return of diverse aquatic life.
In addition to water purification, oyster reefs serve as valuable habitats for various marine species. The complex structure of the reefs provides shelter and breeding grounds for fish, crabs, and other marine organisms, promoting biodiversity and creating a more resilient ecosystem. By rebuilding oyster reefs, the Billion Oyster Project not only addresses environmental issues but also supports the recovery of local fisheries and contributes to the overall health and sustainability of the marine environment in the New York Harbor.
SOCIAL MEDIA
Events // Goals house UNGA 2023
In partnership with the United Nations Sustainable Development Goals and Goals House, Phocus Creative procured and executed an event during the 2023 United Nations General Assembly in honor and celebrating SDG14 - Life Under Water. This panel discussion and reception was a lively gathering to explore the critical issue of ocean conservation and how we can more sustainably use marine resources, combat the effects of climate change, and protect the seas from harmful pollution. The event featured organizational partners including:
Moderator: Lauren Scala, Host New York Live, NBC News
Co-Hosts: Chris Gorell Barnes, Founding Partner, Ocean 14 Capital and Co-Founder of The Blue Marine Foundation, Nikki van Dijk, Professional Surfer and Wallien Brand Ambassador, Madeleine Wallien, Co-Founder and Chief Product Officer / Brand Director, Wallien, Chris Nelson, Writer and Producer of The Big Sea Documentary & Pete Malinowski, Co-Founder and Executive Director, Billion Oyster Project
MEDIA
Our media strategy for the Billion Oyster Project focused on securing prominent placements in highly regarded outlets to amplify its impact. Through targeted efforts, we successfully garnered coverage in esteemed publications such as The New York Times, National Geographic, and NBC News. By strategically positioning the Billion Oyster Project in these influential platforms, we aimed to reach a diverse and expansive audience, ensuring that the organization's mission and achievements received the attention they deserve on a national and global scale. This approach not only solidifies the Billion Oyster Project's position as a leader in oyster restoration but also contributes to a broader awareness of the critical issues surrounding environmental sustainability.
MICROSITE
RESULTS
Ultimately, the positive environmental impacts of restoring oyster reefs extend beyond New York City, serving as a model for similar initiatives globally. The Billion Oyster Project demonstrates the potential for community-driven conservation efforts to restore and enhance marine ecosystems, highlighting the importance of sustainable practices for the well-being of both local communities and the planet.