Health of the Gulf of Mexico: Developing an Environmental Awareness Campaign

The Gulf of Mexico is the ninth largest water body in the world, accounting for half the wetlands in the United States and teeming with sea life. The Gulf of Mexico Alliance (GOMA) is preparing to mount an environmental education campaign. The two primary priorities for this effort are nutrient loading reduction and development of a branding campaign to improve community participation in improving Gulf health. As a precursor to campaign development, qualitative data were collected in each of the five Gulf states (i.e., Florida, Alabama, Mississippi, Texas, and Louisiana). Four primary audience groups were sampled: residents living in the five states, policy makers, environmental advocates, and other opinion makers. Ten focus group interviews were conducted, three of which were with Spanish speakers (N=74). In addition, 58 key informant interviews were conducted. Three individual interviews were conducted with members of the general public. Results suggested people will adopt behaviors to protect Gulf of Mexico health when they feel a personal connection to the Gulf. Problems related to the Gulf's health need to be communicated in local terms, using local spokespersons, and locally viable solutions. The Gulf is seen as a central, omni-present force; as an encompassing influence that impacts Gulf communities in every facet of life. Building a brand position in which GOMA reflects that view will establish audience rapport and communicate a connection between GOMA's mission and organizational culture and this intrinsic element of the Gulf community's persona. Results were used to develop a social marketing plan.