YEAR 3 IMPACT REPORT THINK OCEAN CHALLENGE
A BRIEF OVERVIEW
Our conservation work is centred around people. Through this we have seen that people want to protect the Ocean, but sometimes it’s not clear how their actions can help. Plastic has been the gateway for many people to see the damage done to the Ocean which is a great motivation for them to make changes to their consumption of single use plastic. But what are the next steps for them? Our team hit on an idea – we wanted a fun, interactive way for people to help and understand the whole host of different actions and changes that can be made to support a thriving Ocean, so we developed and launched our #thinkocean challenge in July 2021.
Until World Ocean Day 2031, the #thinkocean challenge will help us to understand how people are connected to the Ocean. This will help us to develop and drive our conservation programmes, supporting everyone to create connections to the Ocean around the globe. Learning how someone interacts with and thinks about the Ocean is crucially important in understanding how that individual can get involved in Ocean conservation.
After three years, our shoal continues to grow into a global movement of people who #thinkocean everyday. We’re excited to present the results from year three of our #thinkocean challenge!
HOW DOES IT WORK?
The #thinkocean challenge is an online quiz, that helps people understand how they #thinkocean and places them into one of our four personality categories. By finding out how someone thinks and feels about the Ocean, we can then offer simple actions that are best suited for that person to make a positive impact on the Ocean, using their strengths and natural abilities for good.
Our personality categories are grouped into shoals. If everyone in each shoal gave some of our pro-Ocean actions a try, we can have a real positive impact on the Ocean!
Our Head Shoal enjoy discovering new things and learning about how they can make a difference; this is what drives their connection to the Ocean. They do their bit to support our Ocean because they know that threats to the Ocean impact the habitats and creatures that live there, but also impact our everyday lives too.
The Heart Shoal love the Ocean and all its creatures. When they visit the beach or get into the sea they can feel its restorative benefits. They want to create a healthy Ocean because they feel that it is our responsibility and they want to have a positive influence on this amazing place.
This shoal thinks Ocean with their hands! This means that they enjoy the activities the Ocean has to offer and use it as a creative space. They visit the Ocean to have fun! They work to create a healthy Ocean for the benefit and enjoyment of all.
Our New Starters are just starting their journey to connect with the Ocean. This is such an exciting time as there are so many ways we can all #thinkocean.
WHAT DID WE FIND OUT IN YEAR 3?
The Heart Shoal continues to be the biggest shoal with over 50% of people connecting to the Ocean with their hearts.
Whilst New Starters are the smallest group, we can all welcome them to get stuck in with their proOcean behaviours. As we look back over the last 3 years, there are now more new starters taking the challenge, so your shoal is growing.
People of all ages have taken the #thinkocean challenge, which is great as it’s never too late to get started with Ocean optimism!
Have you visited the Ocean in the last 5 years and if so what was your reason?
To spend time with friends and family
Because I find it good for my mental health Ocean activities like surfing or paddleboarding Because I like to learn something new about the Ocean Being by the Ocean keeps me active and is good for my physical health
To get inspiration for other parts of my life
Have not visited the Ocean in the last 5 years
It’s great to see so many people still making visits to the coast. This year there was an 8% increase in people visiting with friends and family and a small increase of people visiting to get inspiration for other parts of their life – we totally know how that feels! Everyone at the OCT takes time to visit the Ocean to keep inspired to protect it.
How does this photo of the Ocean make you feel?
1 in 5 people looking at this photo want to visit the Ocean again, and around 1 in 3 people feel calm when looking at it. Over the past 3 years, we have seen a consistency with around one third of the people who have taken this quiz feeling calm when they look at this photo. Feeling curious and wanting to visit again are also themes within the top answers in the last 3 years.
What’s interesting is that each shoal thinks slightly differently about this photo:
The Hands Shoal want to visit the Ocean again.
The Head Shoal are curious about what’s out there.
The Heart Shoal feels calm.
The New Starters want to see it in real life.
This makes sense as we know our emotions and attitudes are closely linked to how we connect with the Ocean.
Threats to the Ocean, actions people are taking to help and why
For the second year in a row, plastic pollution, climate change and pollution have been chosen as the biggest threats to our Ocean. A massive 83% believe that it’s everybody’s responsibility to take action against climate change.
Below shows the actions that people in our shoals are taking to help the Ocean...
Reduce use of single use plastic
Teach friends and family about importance of Ocean
Reduce energy use at home
Volunteer time to support (e.g. beach cleans)
Sign petitions to support action against issues
Don’t currently do any of these
Donate money to support conservation charities
People have a huge impact on the Ocean and the power lies in continuing our pro-Ocean behaviour to make a difference. Half of our shoals choose to take action by either reducing use of single use plastic or taking part in beach cleans, which is great news. There is still a gap between the knowledge of climate change being a threat to the Ocean and the actions we are taking to help the Ocean. At OCT, we hope to address this in the future!
Below shows the main reasons people are taking these actions, and it’s great to see that over 70% of people are doing it because they want to help our planet and the environment.
Concerned about the impacts on the environment
Wish to be greener/do more for the planet
Worry about future generations
Trying to influence others behaviour
Influenced by friends and family
It can help save money
None of the above
The most important things we gain from the Ocean
Every year we change the last question of the quiz. This year we wanted to know what people thought was the most important thing we gain from the Ocean. Our shoals thought that the most important things were:
-Diverse habitats for marine plants and animals
-Weather, climate control, oxygen production and carbon storage
-Places to support mental health, wellbeing and physical health
Which corresponds to the nearly 50% who use the Ocean for mental and physical health benefits.
Diverse habitats for marine plants and animals
Weather, climate control, oxygen production, carbon storage
Places to support mental health, wellbeing and physical health
Food to eat e.g. fish, shellfish
Renewable energy (e.g. from offshore wind or tidal power)
Research and Education
Tourism and Recreation
A sense of identity, history and heritage
Transport and Shipping
Supporting the wider economy
Oil and Gas
Disposal of waste
I don’t think they are important
Provide material for construction and infrastucture
Number of responses
The most important things we gain from the Ocean
HOW ARE WE GOING TO USE THESE RESULTS?
50% of people taking the #thinkocean challenge did not feel optimistic about the world’s current action on climate change. We will be attending the United Nations Ocean Conference in 2025, and we will be raising the concerns from our shoals with decision makers. We will find out what our country and others are going to commit to, and we will act as the people’s voice of the Ocean.
We will continue to support our shoals by sharing information on how to get involved with decision makers on their doorstep through the Motion for the Ocean. We will continue to connect people to the Ocean; there are more new starters outside of the UK, so its even more important we connect with people globally. We will continue to deliver our Blue Mind initiative to support communities improve their mental and physical wellbeing.
For those of you who have already taken the quiz and are completing your shoal challenges, why not post a photo on social media with #thinkocean. Let’s start more conversations about pro-ocean behaviour!
Finally, our new question for 2025 will give you the chance to tell us the top issues you would like us to raise with those who have the power to create positive change. So, take the challenge again and let us know!
GLOBAL PARTICIPATION
We have #thinkocean challenge participants in 26 countries across 6 continents! We have results from those who live in some of the most inland places in the UK.
Regional
THE TECHNICAL STUFF
Why did we choose these questions?
The eight questions were chosen to give an overview on an individual's feelings and actions about the Ocean, rather than their knowledge. It is now known that knowledge is not the only precursor to an individual's motivation to change their behaviour.
What behavioural insights have you used?
There are a variety of human behavioural insights that we used to support the design of the challenge.
Fun: people like doing fun things! The challenge is intentionally light-hearted in tone, despite the vital nature of the #thinkocean challenge.
Micro-habits: there is a lot of research that shows building small, easy to accomplish daily habits are the building blocks to sustainable long term behaviour change.
Making it easy: changing behaviour is linked to motivation, opportunity and capability. Although it is more difficult for us to target motivation, we have made the actions as simple as possible to try and ensure that anyone can take part.
Sense of community: research has shown that people can feel like their actions as an individual won't have any impact but when groups come together the task can feel more worthwhile and less daunting.
How many people took part?
2,821 people have taken the #thinkocean challenge over the last three years. The results this year are based on 544 people who have joined our shoals and want to continue on their pro-Ocean journey with us.
Is the challenge accessible?
The challenge can be found on our website and is mobile enabled. We hope that means that anyone with internet access can take part.
To improve accessibility, we would like to set up the challenge in different languages.
At our Centre of Ocean Excellence, the National Marine Aquarium, the challenge is available on touch screen computers and our Ocean Discovery Rangers support people with additional needs to complete it.
What are the actions people can take?
Each pro-Ocean habit that is recommended can be carried out during day-to-day life and directly benefits our Ocean.