Ocean Generation
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Mission Statement
Ocean Generation is an inclusive global movement that exists to restore a healthy relationship between humanity and the Ocean. We see a world where the Ocean is freed from human threats within a generation and are empowering a global movement to tackle these threats through science and storytelling.
About This Cause
Established in 2009 by film producer Jo Ruxton, we have galvanised a growing wave of change by exposing the threat of plastic pollution to our health and the health of our Ocean. Our award-winning documentary ‘A Plastic Ocean’ was named by Sir David Attenborough as “one of the most important films of our time” and ignited mass public awareness about the impact of plastic on our Ocean. Today we address the full range of human actions threatening the Ocean with a particular focus on engaging young people. No ordinary NGO, Ocean Generation combines the disruptive energy of a youth collective with a decade of on-the-ground experience in promoting Ocean action through science, storytelling, and film. We foster an inclusive approach to sustainability to be a true catalyst for change. We have five core values that define how we act: - Grounded in Science - Collaborating for Change - Intentionally Inclusive - Forging a New Path - Curiously Optimistic What we do: Our original film has been translated into 11 languages and viewed by millions in over 75 countries. Our accompanying Schools Education programmes have been deployed in 11 countries to date and accessed by over 1 million children. In this UN Decade of the Ocean, our key priority is to engage young people everywhere on the Ocean's importance through our UNESCO Endorsed Youth Outreach Programme. We target the 42% of the world’s population under the age of 25 whose lives will be most impacted by todays’ Ocean threats. By positively engaging young people, we aim to foster a sense of agency, leading to tangible behavioural changes and a desire for collective action. Our Youth Engagement programmes: Targeted by age from 3-25 years old, underpinned by solid science foundations and presented in a consistent structure, our youth engagement programmes have recently been formally adopted by UNESCO as a single package under their Ocean Decade framework. We are developing three flagship youth engagement programmes that progress from a toe in the water for the very youngest to a full immersion experience. We seek to initially engage youth in the wonder of the Ocean and then progressively develop knowledge and eventually stimulate collective behaviour-change actions appropriate for each age group. i. Earth Cubs: 3-11 years old. In 2022, Ocean Generation teamed up with Earth Cubs to create a brand new environmental learning app for young children to play and learn about plastic pollution in the Ocean. The app engages young children on the importance of our Ocean and how they can contribute to creating a cleaner, healthier planet. ii. Ocean Academy: 5-16 years old. Ocean Academy is a digital learning destination for parents, teachers, and other educators of school aged children to access the best in open-sourced Ocean education. Aligned with core UN frameworks, we explain the interconnectedness of the Ocean and its multifaceted role, we explore the threats it faces and encourage hope about the solutions it can provide. With thought-provoking content and practical solutions, we inspire children to want to make a difference and champion positive environmental change. iii. Wavemakers: 16-25 years old. Wavemakers is an inclusive environmental education programme that empowers young adults, aged 16-25, by providing the tools to make positive change. Through our flagship workshop, and supporting masterclasses, mentorship and personal development programmes, Wavemakers accelerates social action, incubates innovation and facilitates green career opportunities. Grounded in Science: Peer-reviewed science is the basis of everything we do. Ocean Science can be complex, so we make it simple. Ocean Intelligence is our unique way of making Ocean Science more accessible to everybody. We use the latest scientific consensus about some of the world’s biggest problems, such as climate change or plastic pollution, to bridge the gap between academic research and the general public. We break down the biggest human-threats our Ocean faces; shift the perceptions and behaviours that create them; and share solutions that empower us all to live more sustainably. Our UNESCO endorsed Youth Programmes are built on the same 4 Pillars, tailored for each age group: i. Our Ocean: An introduction to the wonder and scale of the Ocean and its vital role in supporting life on our Blue Planet. Our Ocean invites curiosity, engagement and connectivity from our audience. ii. Ocean, not Oceans: We present all water as a single interconnected life support system. We demonstrate our dependence on the Ocean to support our own lifestyles and the importance of protecting and sustaining Ocean ecosystems. iii. Our Impact: We encourage an understanding of how human actions impact the Ocean and in turn endanger our own life support system. We introduce human threats through five themes which lend themselves to deeper investigation: 1) Climate Change, 2) Pollution, 3) Coastal Infrastructure, 4) Resource Extraction, and 5) Daily Ocean Use. iv. Our Future: Our final pillar is a call to action. We frame the Ocean as a Solution to the threats that we have created - a dynamic ecosystem that with the right support can maintain itself and all its dependants, including us. We want to engage and excite the next generation of inventors, explorers and entrepreneurs in a desire for positive collective action.