Oceana

The Case

Oceana is a non-profit, international advocacy organization dedicated to restoring and protecting the world's oceans through policy, science, law and public education. The cruise line industry needlessly pollutes the ocean with, among other things, sewage and toxic wastes. Oceana wants to compel Royal Caribbean Cruise Line (RCCL) to implement technology that reduces pollution and to allow third party monitoring. Oceana attempted to negotiate with RCCL, but RCCL walked away from the negotiations. In response, Oceana decided to raise public awareness of RCCL’s disregard for environmental safety.

The Strategy

Deveney Communication was first hired to provide exhaustive strategic analysis and planning. We used strategic analysis to research and clearly define Oceana’s challenges and opportunities. Efforts focused on overcoming challenges and capitalizing on opportunities. After analyzing the situation, we used the time and resources at our disposal in the most efficient and effective way possible.

The Results

Deveney Communication successfully launched the campaign garnering over 75 positive stories promoting Oceana’s cause over the Internet and in the four target markets across the country. The launch’s total impressions numbered over 185 million, producing publicity valued over $4 million. This translated into a 208 to 1 return on investment for Oceana.