To inform strategic communications and advocacy around critical ocean conservation initiatives, comprehensive media and social media analyses were conducted across several thematic areas: the High Seas Treaty, Blue Carbon in the Bahamas, Seamounts, and the 30×30 biodiversity protection target.

Approach

Each analysis drew from international news articles, public social media posts (primarily Twitter/X, Facebook, Instagram, YouTube), and Google data, using keyword-specific data collection and advanced linguistic/text analytics. Content was evaluated for volume, engagement, sentiment, topic salience, influencer involvement, and geographic spread.

Key Applications and Insights

High Seas Treaty

Analysis of over 72,000 posts and articles revealed that the treaty was widely celebrated as a historic agreement, with “30×30” (30% ocean protection by 2030) emerging as a dominant, though occasionally misinterpreted, narrative. Influencer and media traction was especially high in the US, UK, and India. Monitoring of hashtag performance and terminology use (e.g., “High Seas Treaty” vs. “Ocean Treaty”) helped refine campaign language to better align with audience engagement patterns.

Blue Carbon

In the Bahamas, online conversations spiked in correlation with high-profile events (e.g., COP28) and innovations (e.g., shark-assisted seagrass mapping). Narrative analysis highlighted both enthusiasm for economic opportunities and concerns over transparency and land rights. The insights supported a nuanced communication strategy emphasizing local engagement, climate benefits, and myth-busting around carbon offset credibility.

Seamounts

Though niche compared to broader marine issues, seamounts gained attention through content linked to undersea volcanoes, natural disasters, and deep-sea mining. Bottom trawling – frequently associated with seamount degradation – attracted more advocacy-driven engagement. Framing seamounts within relatable narratives like “ocean protection” and “discovery” helped identify effective entry points for future campaigns.

30×30 Target

This analysis mapped the evolution of narratives post-COP15 and High Seas Treaty announcements. Media content emphasized Marine Protected Areas (MPAs) and international cooperation, while social media discussion also captured backlash—particularly in France—over fishing restrictions tied to the target. The narrative mapping enabled organizations to balance optimism with realism and anticipate contentious policy touchpoints.

Outcomes and Impact

·       The insights gathered across these thematic areas allowed campaign teams to:

·       Tailor messaging based on prevailing public narratives and misconceptions.

·   Correct misinformation (e.g., premature claims about full 30% ocean protection under the treaty).

·  Identify high-performing content types and channels (e.g., Instagram for Blue Carbon storytelling).

·       Inform engagement strategies with policymakers, media, and public audiences.