Achieving Ocean Literacy at Walt Disney World…

…with a little help from Nemo and Friends…

Jackie Ogden, Ph.D.;Allyson Atkins; Debi ClarkDisney’s Animal Programs

Walt Disney World:Walt Disney World:

An entertainment company? An educational venue? Both

Why are we involved in Why are we involved in conservation and education?conservation and education? Disney Legacy“Animals and the natural world are as important to the legacy of the Walt Disney Company as Snow White and Mickey Mouse.” Roy E. Disney

1/3 of Walt Disney World 30,000 acre resort set aside as conservation lands in 1971

Education has always been part of The Walt Disney Company: “stealth education”

Opened 1986

Underwater laboratory theme

Strong scientific focus

Accredited by the Association of Zoos and Aquariumsand the Alliance for Marine Mammal Parks and Aquariums

Conservation Impact Study: Baseline

20012001

Satisfaction ratingsSatisfaction ratings 41% excellent41% excellent

““Specific ideas of what Specific ideas of what I can do…”I can do…”

37% agree37% agree

““I intend to help…”I intend to help…” 39% agree39% agree

Length of stayLength of stay 20 mins20 mins

What we did

• Refined main message– “No matter where in the world you live, you can

make a difference to the oceans and marine life”

• Identified specific actions guests could take– purchase sustainable seafood, recycle fishing

line, participate in clean-ups

• Incorporated message and actions throughout Living Seas

• And….we met an orange fishnamed Nemo

Ocean Literacy: Essential Ocean Literacy: Essential principlesprinciples

1)1) The Earth has one big ocean with many The Earth has one big ocean with many featuresfeatures

2)2) The ocean and life in the ocean shape the The ocean and life in the ocean shape the features of the Earthfeatures of the Earth

3)3) The ocean is a major influence on weather The ocean is a major influence on weather and climateand climate

4)4) The ocean makes Earth habitableThe ocean makes Earth habitable5)5) The ocean supports a great diversity of The ocean supports a great diversity of

life and ecosystemslife and ecosystems6)6) The ocean and humans are inextricably The ocean and humans are inextricably

interconnectedinterconnected7)7) The ocean is largely unexploredThe ocean is largely unexplored

5) The ocean supports a great diversity of life The ocean supports a great diversity of life andand ecosystems ecosystems

6)6) The ocean and humans are inextricablyThe ocean and humans are inextricably interconnected interconnected

Credit to COSEE

WelcomWelcome to…e to…

BeforBeforeeNemoNemo

AfterAfterNemoNemo

And theyreadthe

graphics

Conservation Impact Study: Post-Nemo

20012001 20062006

Satisfaction ratingsSatisfaction ratings 41% 41% excellenexcellen

tt

84% 84%

excellenexcellentt

““Specific ideas of what Specific ideas of what I can do…”I can do…”

37% 37% agreeagree

70% 70% agreeagree

““I intend to help…”I intend to help…” 39% 39% agreeagree

72% 72% agreeagree

Length of stayLength of stay 20 mins20 mins 45 mins45 mins

What now?What now?

• We could go it alone….We could go it alone….

– One Nemo at a timeOne Nemo at a time

Or, we could schoolOr, we could school

If we joined forcesIf we joined forces

• Unified messagingUnified messaging

• Strategic selection of conservation Strategic selection of conservation actionaction– Sustainable seafood? Marine debris? Sustainable seafood? Marine debris?

• National social marketing campaignNational social marketing campaign

• Nationally-aligned environmental Nationally-aligned environmental education efforts (informal and formal)education efforts (informal and formal)…we could make a big step toward ocean literacy,

and conserving our oceans…

Questions?Questions?