Conservation International
The app, Fantastic World of Frogs, is an image gallery of frogs for the Nokia N9 Smartphone and allows users to view spectacular photos of frogs, discover their habitat in the Colombian rainforest, and learn more about these incredible creatures. Additionally, users can learn about conservation breakthroughs that the corresponding SOS-sponsored project—protecting and restoring key sites for globally threatened amphibians—in partnership with Conservation International (CI), delivered. The app highlights Conservation International's (CI) work with their local non-governmental organization partner, Fundación ProAves, in the biodiversity hotspot Chocó of Colombia.
Users of the IUCN Smartphone app can also enjoy the adventures of conservation hero Robin Moore, project leader and Programme Manager of IUCN’s Amphibian Specialist Group and amphibian conservation officer at CI. Amphibians are the most threatened group of vertebrates in the world, with more than 41 percent threatened with extinction, according to the IUCN Red List of Threatened Species. The goal of the new app is to drive awareness of the plight of frogs and introduce users to the diversity of Colombian frog species.
Nokia is lead sponsor of SOS and, in addition to supporting conservation projects, helps raise awareness of the importance of species protection by the use of innovative mobile technology. SOS aims to build a global coalition in order to halt the loss of biodiversity, and they invite other innovative businesses across all industries to join in the initiative.
Key Issues
- “Frogs are sensitive barometers of environmental health,” says Robin Moore, project leader and programme manager of IUCN's Amphibian Specialist Group. “As a group they are heavily threatened by habitat loss, and combining photography with technology is a fun way of highlighting our approach to protecting critical habitats with a behind-the-scenes look at conservation in action.”
- “Amphibians provide many important services to humans such as controlling insects that spread disease and damage crops—they also form a beautiful group of animals harboring an amazing diversity of colors, making them outstanding ambassadors for wildlife conservation, says Jean-Christophe Vié, deputy director of IUCN's Global Species Programme and SOS Director. “We need targeted conservation to protect these species. Fantastic World of Frogs is an amazing tool that helps us promote amphibian preservation.”
- “We were the first company to join the SOS initiative. We believe that mobile applications offer a fantastic opportunity to raise awareness on environmental issues. This new app is a great way to teach people about the importance that frogs have in the ecosystem,” says Outi Mikkonen, director, Stakeholder Engagement at Nokia.
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Eye-Catching Designs Made from Recycled Plastic Bottles
The company sells a range of eco-friendly items like leggings, rash guards, and board shorts that are made using recycled post-consumer plastic bottles. There are currently 16 causes represented by distinct marine-life patterns, from whale shark research and invasive lionfish removal to sockeye salmon monitoring and abalone restoration.
One such organization is Get Inspired, a nonprofit that specializes in ocean restoration and environmental education. Get Inspired founder, marine biologist Nancy Caruso, says supporting on-the-ground efforts is one thing that sets Waterlust apart, like their apparel line that supports Get Inspired abalone restoration programs.
"All of us [conservation partners] are doing something," Caruso said. "We're not putting up exhibits and talking about it — although that is important — we're in the field."
Waterlust not only helps its conservation partners financially so they can continue their important work. It also helps them get the word out about what they're doing, whether that's through social media spotlights, photo and video projects, or the informative note card that comes with each piece of apparel.
"They're doing their part for sure, pushing the information out across all of their channels, and I think that's what makes them so interesting," Caruso said.
And then there are the clothes, which speak for themselves.
Advocate Apparel to Start Conversations About Conservation
Waterlust's concept of "advocate apparel" encourages people to see getting dressed every day as an opportunity to not only express their individuality and style, but also to advance the conversation around marine science. By infusing science into clothing, people can visually represent species and ecosystems in need of advocacy — something that, more often than not, leads to a teaching moment.
"When people wear Waterlust gear, it's just a matter of time before somebody asks them about the bright, funky designs," said Waterlust's CEO, Patrick Rynne. "That moment is incredibly special, because it creates an intimate opportunity for the wearer to share what they've learned with another."
The idea for the company came to Rynne when he was a Ph.D. student in marine science.
"I was surrounded by incredible people that were discovering fascinating things but noticed that often their work wasn't reaching the general public in creative and engaging ways," he said. "That seemed like a missed opportunity with big implications."
Waterlust initially focused on conventional media, like film and photography, to promote ocean science, but the team quickly realized engagement on social media didn't translate to action or even knowledge sharing offscreen.
Rynne also saw the "in one ear, out the other" issue in the classroom — if students didn't repeatedly engage with the topics they learned, they'd quickly forget them.
"We decided that if we truly wanted to achieve our goal of bringing science into people's lives and have it stick, it would need to be through a process that is frequently repeated, fun, and functional," Rynne said. "That's when we thought about clothing."
Support Marine Research and Sustainability in Style
To date, Waterlust has sold tens of thousands of pieces of apparel in over 100 countries, and the interactions its products have sparked have had clear implications for furthering science communication.
For Caruso alone, it's led to opportunities to share her abalone restoration methods with communities far and wide.
"It moves my small little world of what I'm doing here in Orange County, California, across the entire globe," she said. "That's one of the beautiful things about our partnership."
Check out all of the different eco-conscious apparel options available from Waterlust to help promote ocean conservation.
Melissa Smith is an avid writer, scuba diver, backpacker, and all-around outdoor enthusiast. She graduated from the University of Florida with degrees in journalism and sustainable studies. Before joining EcoWatch, Melissa worked as the managing editor of Scuba Diving magazine and the communications manager of The Ocean Agency, a non-profit that's featured in the Emmy award-winning documentary Chasing Coral.