Creating Soldiers of the Sea

But the Ocean Conservancy doesn’t just give prospects the tools to pass on its brand and message; it educates them at every point. For example, on the back of the 3.5-inch-by-7-inch four-color, glossy insert that details the windbreaker offer is information on “What More You Can Do,” listing things such as conserving the amount of water you use at home and reducing the amount of trash you create. On the back of the decal is a brief, three-paragraph write-up on ways people can help protect ocean life. And on the back of the sheet of address labels is another “What More You Can Do” write-up, this one suggesting things such as keeping chemicals out of drains and storm sewers, keeping trash out of the ocean and using softer cleaning substances such as baking soda and vinegar in place of bleach and ammonia. And I haven’t even mentioned the letter yet, where the organization lays out the problems facing oceans and the work it does to protect them, ways donations help and the benefits of membership.