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Ocean Observation Q&A rectly aware o pieces that we saw last year? rectly aware of. We need to stop yelling and scaring citi e in the We noticed that a common practice in the scaring citizens.

It’s like tegy Maritime industry was a push strategy It’s like parenting, the more you shout, the m an showcasing charts, numbers, and an the more you are ignored. We need to tell overuse of messaging that would get t tell a different story to capture their lost with viewers. When we were att attention, one that needs to be un- strategizing ideas for the Mari- ex expected, unconventional, sur- time Alliance project, Michael p prising, and alluring. We need to

Jones sent us books and links to r recruit non-maritime, high-pro- images from the ocean’s depths ? ? le, and in? uential mainstream that completely astonished us. p partners to lead the efforts to

Upon ? rst glance of the images, d deploy non-traditional strategies we were inspired. The ocean is th that pull in the general popula- tio such a mysterious place and we tion, on terms and strategies they are wanted to translate that with sim- are comfortable with. It’s not an easy ple imagery to lure viewers in, as we e easy task, but until bigger outsider voices so were lured into the photos. There is so voices join in the conversation, we’ll be stuck ocean much we don’t know about our ocean be stuck relying on mainstream media to alarm us for series of and it was our mission to create a series of alarm us for a ratings bump.

posters to ignite the curiosity of the future STEM future STEM stars of tomorrow.

Does your work continue today with the Maritime Alli- ance? If so, please provide details.

Measurable results are the hallmark of any ad campaign. We have no current projects with TMA but we enjoy an on-go-

Perhaps this is a question better suited for Michael Jones, ing relationship of collaboration, support and mutual admiration. but can you discuss the measurable results that your cam- paign helped to generate for the Maritime Alliance.

I would defer to Michael for this question. I can tell you that Each client, each industry, adds a small chip to your col-

I’ve seen the posters at the NOAA of? ces in Silver Spring, lective memory and experience bank, and I would assume

MD and whenever I meet someone who has seen the posters, that this in? uences future work as well. Without getting to they go out of their way to compliment them. philosophical, can you explain how your work in the mari- time sector has in? uenced your greater body of work?

Working in the maritime sector has not so much in? uenced

I have often written and said that the only time anyone our body of work as it has in? uenced us as individuals. I for hears about the maritime industry in mainstream media one have gained a growing passion for the ocean and those who is when there is an accident or a tragedy. Maritime and work to monitor and protect it. I have altered my purchasing subsea matters are often subliminal, even to communi- habits. I have encouraged my staff to be more sensitive to our ties directly connected on the coast. In helping to raise waste and standard workplace habits. I have sought out more awareness, to gain a foothold in the general population work in the maritime space to contribute our expertise to help in … to Give “voice” to the Blue Economy and the Blue Tech any way we can. It has been a sort of awakening that cannot be

Clusters around the world … what are the most important undone. I look forward to more projects in the maritime sector aspects to consider, from your perspective. and I hope to someday use our talents to make a difference in

You said it in your question. I believe that the mainstream the overall awareness of the ocean, Blue Tech, Blue Economy, has become desensitized to ocean/marine accidents or trag- and all those who work diligently to make a difference.

edies. Unless there is a direct, personal impact, it’s just an- other “problem” for someone else to “? x” or attend to. There needs to be one voice to ? rst and foremost deliver a singular

This distinctive Coke sign is a prominent message for ocean awareness. This voice needs to pull and ? xture in New York City’s Times Square not push citizens in and once we have their attention, we can and is one of the projects of which Terral introduce them to the bene? ts of the Blue Economy and Blue

Tech Clusters that impact their lives in ways they are not di- and his team are most proud.

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