Visitors to the Marine Mammal Center have the unique opportunity to view patients recovering from various illnesses or injuries – many of which are caused directly or indirectly by human behavior. The Center educates its visitors on the activities that lead to ocean pollution, acidification, and warming. After understanding the problem and seeing the impact on dozens of injured and sick marine mammals, visitors are inspired to take action. Root Solutions partnered with the Center to harness this interest.

Root Solutions worked with Marine Mammal Center visitors, examining the values, beliefs, and perceived norms surrounding the problem of injured marine mammals. We explored the calls to action that resonate most with visitors, as well as barriers to performing these actions. We designed a commitment campaign based on this research and data illustrating which behaviors are already being performed by most people and what actions visitors already have mastery over. The Marine Mammal Center used our recommendations to focus a campaign on reducing the use of single-use plastics.