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Ocean Health Gets 'D' Grade in New Global Index

Ocean Health Gets 'D' Grade in New Global Index

The health of Earth's oceans is still ailing although slightly improved, says the latest edition of the Ocean Health Index, issued this week. It gave the planet's waters a score of "D," saying it could be worse and that conservation and protection measures are having a positive effect. The goal of the study, say its authors, is "to encourage decisions that create a healthier ocean and to track progress toward that goal."

The index, which updates the ones issued in 2012 and 2013, calculates an annual global score for ocean health in 221 coastal regions and 15 sectors of the high seas, based on dozens of the best scientific sources available.
Photo credit: Shutterstock

"Oceans nourish us, provide livelihoods and sustain life on earth, but we no longer can take ocean benefits for granted," they say. "The Ocean Health Index provides a useful framework and instrument to help us manage our oceans more thoughtfully and sustainably."

The index, which updates the ones issued in 2012 and 2013, calculates an annual global score for ocean health in 221 coastal regions and 15 sectors of the high seas, based on dozens of the best scientific sources available. It monitors pollution, overfishing and the impacts of climate change, among other things. It assigns individual scores to each regions, with scores for factors such as biodiversity, carbon storage, coastal protection, clean waters, natural products and coastal livelihoods & economies. It even assesses tourism and recreation and "sense of place."

The Index assigned the oceans an overall score of 67, with the waters off Canada's Prince Edward Island and Australia's Heart and McDonald Island the top scorers at 93, with the largely uninhabited wildlife preserves of Howland Island and Baker Island in the equatorial Pacific scoring 92. On the low end were countries like Somalia, Eritrea, Guinea Bisseau, Pakistan, Grenada and Angola, which scored 48-49. Both the High Seas,which it included for the first time this year, and the coastal territories were assigned the score of 67 while Antarcctica, also graded for the first time, got 72.

"Certainly the score of 67 needs to be much higher if the ocean is sustainably to help meet the needs of our rising human population," said the study. "Although there is much room for improvement, some people might have expected an even lower score given all the news reports about ocean acidification, oil spills, plastic trash, dead zones, overfishing and others—serious impacts that will become worse if their causes are not reduced or eliminated."

The index authors noted that scores were slightly higher overall from the previous two years, improving in areas like biodiversity, coastal protection, and sense of place, and they projected slightly higher scores in upcoming years.

"Humans and our activities are part of the ocean, and the human-ocean system is healthier if it delivers the most benefits for us that it can without jeopardizing the future health or function of the web of life that the ocean contains," they conclude.

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The world-famous wildlife broadcaster and his royal sidekick appear to have played an active role in the prize's inception, and media coverage has focused largely on them as the faces of the campaign.

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With more and more global attention on the climate crisis, celebrity endorsement of environmental causes has become more common. But why do environmental causes recruit famous faces for their campaigns? And what difference can it make?

'Count Me In'

"We need celebrities to reach those people who we cannot reach ourselves," says Sarah Marchildon from the United Nations Climate Change secretariat (UNFCCC) in Bonn, Germany.

Marchildon is a proponent of the use of celebrities to raise awareness of environmental causes. In addition to promoting a selection of climate ambassadors who represent the UN on sustainability issues, Marchildon's team has produced videos with well-known narrators from the entertainment world: among them, Morgan Freeman and Mark Ruffalo.

"We choose celebrities who have a lifestyle where they are already talking about these issues," Marchildon explains.

"Sometimes they reach out to us themselves, as David Attenborough did recently. And then they can promote the videos on their own social channels which reach more people than we do — for example, if they have 20 million followers and we have 750,000."

Environmental groups focused on their own domestic markets are also taking this approach. One Germany-based organization that uses celebrities in campaigns is the German Zero NGO. Set up in 2019, it advocates for a climate-neutral Germany by 2035.

German Zero produced a video in March 2020 introducing the campaign with "66 celebrities" that supported the campaign, among them Deutschland 83 actor Jonas Nay and former professional footballer Andre Schürrle. They solicit support as well as financial contributions from viewers.

"Count me in," they say, pointing toward the camera. "You too?"

"We are incredibly grateful for the VIPs in our videos," says German Zero spokeswoman Eva-Maria McCormack.

Assessing Success Is Complex

But quantifying the effectiveness of celebrity endorsement of campaigns is not a straightforward process.

"In order to measure effectiveness, first of all you need to define what is meant by success," says Alegria Olmedo, a researcher at the Zoology Department at the University of Oxford.

Olmedo is the author of a study looking at a range of campaigns concerning pangolin consumption, fronted by local and Western celebrities, in Vietnam and China. But she says her biggest stumbling block was knowing how to measure a campaign's success.

"You need a clear theory of change," explains Olmedo. "Have the celebrities actually helped in achieving the campaign's goals? And how do you quantify these goals? Maybe it is increased donations or higher engagement with a cause."

A popular campaign in China in recent years saw famous chefs Zhao Danian and Shu Yi pledge to abstain from cooking endangered wildlife. While the pledge achieved widespread recognition, both Olmedo and Marchildon say it's difficult to know whether it made any difference to people's actions.

"In life we see a thousand messages every day, and it is very hard to pinpoint whether one campaign has actually made a difference in people's behavior," she explains.

Awareness Is Not Enough

Many campaigns that feature celebrities focus on raising awareness rather than on concrete action — which, for researcher Olmedo, raises a further problem in identifying effectiveness.

"Reach should never be a success outcome," she says. "Many campaigns say they reached a certain number of people on social media. But there has been a lot of research that shows that simply giving people information does not mean they are actually going to remember it or act upon it."

But anecdotal evidence from campaigns may suggest reach can make an active difference.

"Our VIP video is by far the most watched on our social media channels," McCormack from German Zero says. "People respond to it very directly. A lot of volunteers of all ages heard about us through that video."

However, some marketing studies have shown that celebrity endorsement of a cause or product can distract from the issue itself, as people only remember the person, not the content of what they were saying.

Choosing the Right Celebrity

Celebrity choice is also very important. Campaigns that use famous faces are often aiming to appeal to members of the public who do not necessarily follow green issues.

For certain campaigns with clear target audiences, choosing a climate scientist or well-known environmentalist rather than a celebrity could be more appealing — Attenborough is a classic example. For others, images and videos involving cute animals may be more likely to get a message heard than attaching a famous face.

"We choose celebrities who have a lifestyle where they are already talking about these issues," says Marchildon from the UN. "You need figures with credibility."

McCormack cites the example of Katharine Hayhoe, an environmental scientist who is also an evangelical Christian. In the southern United States, Hayhoe has become a celebrity in her own right, appealing to an audience that might not normally be interested in the messages of climate scientists.

But as soon as you get a celebrity involved, campaigns also put themselves at risk of the whims of that celebrity. Prince William and younger members of the royal family have come under fire in recent years for alleged hypocrisy for their backing of environmental campaigns while simultaneously using private jets to fly around the world.

But Does It Really Work?

While environmental campaigns hope that endorsement from well-known figures can boost a campaign, there is little research to back this up.

"The biggest finding [from my study] was that we were unable to produce any evidence that shows that celebrity endorsement of environmental causes makes any difference," says Olmedo.

This will come as a blow to many campaigns that have invested time and effort into relationships with celebrity ambassadors. But for many, the personal message that many celebrities offer in videos like that produced by German Zero and campaigns like the Earthshot Prize are what counts.

The research may not prove this conclusively — but if the public believes a person they respect deeply personally cares about an important issue, they are perhaps more likely to care too.

"I personally believe in the power this can have," says Marchildon. "And if having a celebrity involved can get a single 16-year-old future leader thinking about environmentalist issues — that is enough."

Reposted with permission from DW.

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