Ocean Acidification: getting the word out in ads and film

Ocean Acidification: a new piece of jargon in the ocean conservation vernacular but potentially a very big one. Many of you may already be aware of its implications; the increase in CO2 absorbed by the oceans producing everything from weakened shells to the overall destruction of corals, all due to an upset in the ocean's balance of calcium.

This is a relatively new discovery and many decision-makers are, for the most part, in the dark regarding the issue. Oceana.org is taking a step to correct that with an advertisement to run in Energy and Environment Daily, a publication read by many in the energy policy arena.

But it's been a tough year for non-profits and Oceana is in need of outside funding to cover the cost of running the ad. If you can make a contribution, click on this link to learn more.

"Congress needs to address ocean acidification now. The oceans have absorbed 500 billion tons of carbon dioxide since the Industrial Revolution and scientists predict a mass extinction of corals by the middle to end of this century - including a collapse of the world's largest barrier reef systems in Australia and Belize.

Help Protect Corals. Help put ocean acidification on Congress's agenda by supporting a new ad targeted at Congress.

More acidic oceans threaten the one-quarter of marine life that depends on coral reefs for food and shelter, as well as all animals that depend on carbonate to build their shells and skeletons, like corals, pteropods, and shellfish like oysters.

Help Oceana Advocacy Resources raise $5,000 by September 1 to run the new "This is Your Ocean on Acid" ad and to get this issue before Congress today.

The ad will run in Energy and Environment Daily, a news source read by thousands of the major players in energy policy in the U.S. and abroad, including congressional and federal agency leaders. We need to shift energy policy away from fossil fuels and mitigate the effects of ocean acidification now if we want coral reefs and other carbonate-dependent marine life to survive.

Did you know that the oceans are more acidic than they have been in 800,000 years and this change occurred one-hundred-times faster than ever before? There has been no time for marine life to adapt and if corals and shellfish disappear, it will have repercussions for sharks, sea turtles, marine mammals and many other animals that depend on them."

Also, whether you are well-versed or new to the issue of ocean acidification, check out the documentary A Sea Change, which has been playing in select theaters recently. Very enlightening and informative.

McDonalds & Shark Conservation: advertising that misses the mark

My friend and long time advocate for shark conservation, Melanie Marks CEO of Shark Trust Wines, is taking on McDonalds regarding a radio commercial that apparently perpetuates the myths and misconceptions regarding great white sharks. Here was her initial salvo aimed at the McDonalds corporate headquarters:

"I recently heard a radio commercial for McDonald's that referenced the great white shark. More specifically, it promoted McDonald's at the expense of the great white. Sickened would not begin to describe how I felt about McDonald's when I heard this commercial.

The great white shark is on the endangered species list. It's population has declined by roughly 80% in the last 15 years and is expected to become extinct within the next several decades unless something is done to reverse this trend. In light of that, how can McDonald's approve an ad that contributes to the negative, and incorrect, image of this animal. Clearly, someone did not do their homework! A great leader once said, if you are not part of the solution than you are part of the problem.

I request that you immediately remove these extremely ignorant and inflammatory commercials from the air. I am prepared to organize a boycott of McDonald's if you do not do so immediately. And, to give you a sense of the power behind this statement, 30 million viewers tuned into Discovery Channel's Shark Week last year because they are interested in the fate of the shark.

I am an active voice in the ocean conservation community and I am not opposed to using that voice to send a message to McDonald's that your advertising campaign is malicious and contributing to the extinction of one of the great ocean animals.

I request that you respond to my request within 5 business days, or I will have no choice but to begin a PR campaign against McDonald's for your slander of an endangered animal."

Regards,

Melanie Marks
President Shark Trust Wines

RTSea Note: As a followup, Melanie has said she has received word from McDonalds requesting a few days to look into the matter, suggesting it might be a regional ad coming from a local agency. The ad apparently refers to great whites sharks as "killing machines" and promotes the Big Mac as able to take on the great white. Melanie is very well connected within the shark conservation community and can rally the troops if need be.

If we are to change the underlying mindset of people regarding sharks then we must address the perpetuation of false stereotypes and misconceptions, no matter whether used in earnest or jest. Let's hope McDonalds does not choose to blithely dismiss Melanie's concerns.