Julianne Keena
Earth Hour
Rihanna Rocks the Reef
The Rihanna Rocks the Reef Campaign will target college students and raise their
awareness of the destruction of coral reefs and the integral role they play in the Earth’s
ecosystems. Carnival will team up with Earth hour and Rihanna and on March 28, 2015 where
Rhianna will perform at a benefit concert that will also be live broadcast. All proceeds made
from ticket purchase will be donated to preservation of the Coral Reefs. There will also be five
winners of an Instagram challenge to get tickets to the Rihanna concert. The first place winner
will get to bring ten friends for free and meet Rihanna backstage.
Research
Coral Reef Destruction
Ten percent of the world's reefs have been completely destroyed. In the Philippines,
where coral reef destruction is the worst, over 70% have been destroyed and only 5% can be
said to be in good condition. (Coral Reef destruction and Conservation) Roughly one-quarter of
coral reefs worldwide are already considered damaged beyond repair, with another two-thirds
under serious threat.
Major threats to coral reefs and their habitats include destructive fishing practices,
overfishing, carless tourism, pollution, sedimentation, coral mining and climate change. (Coral
Reefs: Threats)
There are approximately 3.2 million species live in these reefs that are centers for
diversity (Blackwell). If they are in trouble the whole ocean is in trouble. The polllotion of the
ocean is changing the whole chemistry of the ocean in less than a century. Too much Carbon
Monoxide in the ocean destroys natural nutrient cycles. Overfishing removes integral species
from food webs. “90 % of the oxygen in the atmosphere comes from blue green creatues
mostly in the ocean.” (Earle)
Reefs not only play an integral role in the oceans but also in the survival of the human
race. Coral reefs provide societies with billions of dollars a year while thousands of communities
rely on them for food, protection and jobs. NOAA estimates the commercial value of U.S.
fisheries from coral reefs is over $100 million. Local economies also receive billions of dollars
from visitors to reefs through diving tours, recreational fishing trips, and other businesses
based near reef ecosystems. In the U.S. territory American Samoa, coral reefs play an important
cultural role and supply over 50 percent of the fish caught locally for food.
The coral reef structure also buffers shorelines against waves, storms, and floods,
helping to prevent loss of life, property damage, and erosion. Several million people live in U.S.
coastal areas adjacent to or near coral reefs, and the well-being of their communities and
economies is directly dependent on the health of nearby coral reefs. (Why Are Coral Reefs So
Important?)
Carnival March 2015 Social Content Calendar
Date
3-12015
3-22015
Day of
Week
Sun.
Event or
Holiday
Facebook Post
Tweet
Pinterest or Instagram
(12 p.m. ) “Earth Hour is
only 27 Days away and
this year’s topic is saving
the Coral Reefs. Watch
Rihanna here about ways
to conserve and help stop
the destruction of the
Coral Reefs!
[Video of Rihanna
introducing the benefit
concert and telling people
of ways they can help stop
the destruction of reefs.]
(12 p.m.) “Help us save
the Coral Reefs! March
28th Earth Hour!
To find our more visit
https://www.facebook.c
om/Carnival “
(12 p.m.) [Graphic
made to create
awareness of our
Instagram Competition
& telling about the 5
lucky winners who get
to bring 5 additional
friends to the concert
for free]
“Post your best
#SavetheReefs picture
showing us how you
conserve!”
Mon.
(6p.m.) “Keep checking
in with us all month to
find how you can
#SavetheReefs”
(10 a.m.) “Tell us why
you care about saving
the Coral Reefs and get
a re-tweet because
Carnival cares!
#WhyICare”
Re-tweet all good,
appropriate tweets
3-32015
Tues.
The Earth Hour Rihanna
Rocks the Reef benefit
concert is March 28! All
proceeds go to the
preservation and
reconstruction of our
Earths Coral Reefs.
Follow the link to
purchase tickets or
donate!
(9a.m.) Lower CO2
admissions by
carpooling, taking public
transportation or riding
your bike
#SavetheReefs”
(12 p.m.) [Graphic
made to create
awareness of our
Instagram Competition
& telling about the 5
lucky winners who get
to bring 5 additional
friends to the concert
for free]
“Post your best
#SavetheReefs picture
showing us how you
conserve!”
http://www.carnival.com/
3-42015
Wed.
(12p.m.) “Turning down
the heat just 3 degrees
lowers emissions by 3%
#SavetheReefs”
3-52015
Thur
(12p.m.) “Check out our
Rhianna Rocks the Reef
Insatgram competition.
http://instagram.com/c
arnival #SavetheReefs”
(10 a.m.) Picture of
Rhianna helping a
group clean the
beaches
“Helping to save her
beautiful homeland,
Rihanna cleans the
beaches of Barbados
#SavetheReefs “
3-62015
Fri
3-72015
Sat
3-82015
Sun.
(6 p.m.) “Why are the
reefs so important to life
here on Earth? Listen to
Founder and President of
SEAlliance Sylvia Earle and
find out why!
(10 a.m.) “Tell us why
you care about saving
the Coral Reefs and get
a re-tweet because
Carnival cares!
#WhyICare”
http://www.discovery.co
m/tvshows/curiosity/topics/searle-what-happens-ifearths-coral-reefsdisappear.htm
Re-tweet all good,
appropriate tweets
(4 p.m.) “Heading to a
tropical destination for
spring break? Here’s
how to make sure you
practice safe tourism.
http://www.unep.org/
#SavetheReef”
Have you checked out our
Instagram contest yet?
Post your best
#SavetheReefs picture
showing us how you plan
to make marine life better
(6p.m.) Purchase tickets
to the Rhianna Rocks
the Reef benefit
concert, March 28 2015
or donate to the cause.
http://www.carnival.co
(12 p.m.) [Graphic
made to create
awareness of our
Instagram Competition
& telling about the 5
lucky winners who get
3-92015
Mon.
3-102015
Tues.
to enter a chance to win
tickets to the Rihanna
Rocks the Reef benefit
concert. For more details
check out our Insatgram.
http://instagram.com/car
nival
m/ #SavetheReefs
If you can’t make it to the
concert make sure you
tune in to ABC at 8p.m.
Eastern time to join
Rihanna in Florida!
(6p.m.) “Reduce runoff
and help reverse the
warming of our plane,
Plant a tree.
#SavetheReefs”
(10 a.m.) “Tell us why
you care about saving
the Coral Reefs and get
a re-tweet because
Carnival cares!
#WhyICare”
Re-tweet all good,
appropriate tweets
3-112015
Wed.
3-122015
Thur.
3-132015
Fri.
(7 p.m.) Have you gotten
your tickets yet for the
Earth Hour Rihanna Rocks
the Reef benefit concert?!
All proceeds go to the
preservation and
reconstruction of our
Earths Coral Reefs.
Follow the link to
purchase tickets or
donate!
(12 p.m.) Pay mind to
the things you flush
down your drains. Find
out how to properly
dispose of toxic wastes.
nasdonline.org/
#SavetheReefs
http://www.carnival.com/
(6p.m.) “Make sure to
throw away trash or
recycle, especially when
visiting coastal areas!
#SavetheReefs”
(12 p.m.) Over 80% of
marine pollution comes
to bring 5 additional
friends to the concert
for free]
“We’ve been getting
such great
submissions! Keep it up
everyone and show us
how you
#SavetheReefs”
(7 p.m.) Picture of Ford
Motor Company
Donating a $10 million
check
“A huge thank you to
Frod Motor Company
for donating $10
million to save the
Coral Reefs!”
3-142015
Sat.
from land-based
activities.
#SavetheReefs”
(6p.m.) “Over 10% of
the worlds coral reefs
have been completely
destroyed # WhyICare”
3-152015
Sun.
(6p.m.)” Coral reefs
3-162015
provide societies
billions of dollars a
year while thousands
of communities rely
on them for food,
protection & jobs.
#WhyICare”
Mon.
(12 p.m.) [Graphic
made to create
awareness of our
Instagram Competition
& telling about the 5
lucky winners who get
to bring 5 additional
friends to the concert
for free]
“Don’t forget to post
your best
#SavetheReefs picture
showing us how you
conserve!”
(6 p.m.) Picture of Ryan
Gosling snorkeling and
cleaning trash off a
coral reef.
“How does Ryan
Gosling #SavetheReefs
by being shirtless and
swimming in the
Caribbean of course!”
(10 a.m.) “Tell us why
you care about saving
the Coral Reefs and get
a re-tweet because
Carnival cares!
#WhyICare”
Re-tweet all good,
appropriate tweets
3-172015
Tue.
St.
Patrick’s
Day
(10 a.m.) Happy St.
Patrick’s Day everyone!
We hope you’re having a
great day and celebrating
the green way. Here’s
how we stay green at
Carnival.
http://phx.corporateir.net/phoenix.zhtml?c=14
0690&p=irol-sustainability
(12p.m.) If you’re
planning on snorkeling
on spring break, don’t
step on the reef!
#SavetheReef
(12 p.m.) Picture of
crew on deck in all
green showing the use
of recycling on the ship
“ The crew aboard the
Carnival Freedom
showing how they stay
green! #SavetheReefs”
(6p.m.) Picture collage
of how employees of
Carnival in offices and
on ships stayed green
on St. Patrick’s Day
while wearing green.
“Here’s how we stay
green here at Carnival
#SavetheReefs”
3-182015
Wed.
3-192015
Thur.
3-202015
Fri.
(6p.m.) “If you’re visiting
a coastal area , those
shells may be pretty but
leave them where
they’re at.
#SavetheReefs”
(6p.m.) “90 % of the
oxygen in the
atmosphere comes
from blue green
creatures mostly in
the ocean #WhyICare”
First
Day of
Spring
(7 p.m.)You can’t miss the
Earth Hour Rihanna Rocks
the Reef benefit concert!
All proceeds go to the
preservation and
reconstruction of our
Earths Coral Reefs.
Follow the link to
purchase tickets or
donate!
(12 p.m.) [Graphic
made to create
awareness of our
Instagram Competition
& telling about the 5
lucky winners who get
to bring 5 additional
friends to the concert
for free]
“Sunday is the last day
to show us how you
#SavetheReefs! Don’t
forget to enter!
http://www.carnival.com/
3-212015
Sat.
3-222015
Sun.
3-232015
Mon.
(4 p.m.) “Use less water!
This will create less
runoff and pollution in
our oceans.
#SavetheReefs”
(6p.m.) Coral Reefs
buffers shorelines
against waves, storms,
and floods saving
lives. #WhyICare
(7p.m.) Congratulations to
our winners NAME,
(7p.m.) Congratualtons
to all our winners!
(10 a.m.) Repost of the
5th place winners
NAME, NAME, NAME and
NAME you all get to go
see Rihanna Rocks the
Reef! Your dedication to
protecting our Coral Reefs
is inspiring!
Check them out on our
Instagram!
http://instagram.com/c
arnival
picture.
“Congratulations to
INSERTN NAME HERE!
You got 5th place and
free trip to Florida for
the Earth Hour Rihanna
Rocks the Reef benefit
concert for you and
five of your friends!”
(12p.m.)Repost of 4th
place winners picture
“Congratulations to
INSERTN NAME HERE!
You got 5th place and
free trip to Florida for
the Earth Hour Rihanna
Rocks the Reef benefit
concert for you and
five of your friends!”
(2p.m.) Repost of 3rd
place winners picture.
“Congratulations to
INSERTN NAME HERE!
You got 3rd place and
free trip to Florida for
the Earth Hour Rihanna
Rocks the Reef benefit
concert for you and
five of your friends!”
(4p.m.) Repost of 2nd
place winners picture.
“Congratulations to
INSERTN NAME HERE!
You won 2nd place and
free trip to Florida for
the Earth Hour Rihanna
Rocks the Reef benefit
concert for you and
five of your friends!”
(6p.m.) Repost of 1st
place winners picture.
“Congratulations to
INSERTN NAME HERE!
You won 1st place and
our grand prize ! The
package includes a trip
to the Rihanna Rocks
the Reef Concert for
you and 10 of your
friends with backstage
passes to meet
Rihanna!”
3-242015
Tues.
3-252015
Wed.
3-262015
3-272015
Thur.
3-282015
Sat.
(8 p.m.) “Remember to
turn the lights off when
you leave a room.
#SavetheReefs”
(6p.m.) Over 3.2 million
different species live in
our oceans coral reefs
alone. #WhyICare
Fri.
Earth
Hour
Benefit
Concert
(6 p.m.) Don’t forget to
tune into Earth Hour
Rihanna Rocks the Reef
tomorrow to meet our
winners, watch Rihanna
and see how much money
we raise!
(10 a.m.) Today is the day!
If you’re not on your way
to Florida make sure you
tune into ABC tonight at
8p.m. Eastern Standard
time.
(10 p.m.) This years was a
fantastic Eearth Hour.
Together we raised over
$150 million. Thank you to
everyone who came out
or donated to the cause.
Support
(9 a.m.) One. More. Day.
Rhianna Rocks the
Reef! #SavetheReefs
(6p.m.) Picture of
Rihanna getting ready
backstage.
“It’s almost time!”
(8:30 p.m.) Picture of
Rihanna performing.
“Rihanna is absolutely
rockin’ it for the reef!”
Carnival is currently trying to target a younger demographic of college students and
trying a proactive approach to crisis management. Rihanna is extremely current with the young
population and is a native from Barbados. Barbados is a Carnival cruise destination and is also
surrounded by coral reef. For our existing communication strategy Rihanna will be hosting a
concert at Central Michigan University for students who entered to win a spring break cruise
package. This concert will also teach about marine safety and take a proactive approach for
crisis management.
References
http://www.unep.org/resourceefficiency/Business/SectoralActivities/Tourism/Activities/WorkT
hematicAreas/EcosystemManagement/CoralReefs/TourismsImpactonReefs/tabid/78799/Defau
lt.aspx
Blackwell, Wiley. "Coral Reef Biodiversity." — Census of Marine Life Maps and Visualization. N.p., n.d.
Web. 23 Nov. 2014.
"CORAL REEF DESTRUCTION AND CONSERVATION - Coral Reefs." Ocean World. Ocean World, n.d. Web.
22 Nov. 2014.
"Coral Reefs: Threats." WWF. N.p., n.d. Web. 23 Nov. 2014.
Curiosity: What Happens If Earths Coral Reefs Disappear? Perf. S. Earle. Discovery, 2014.
Online.
"Why Are Coral Reefs So Important?" NOAA 200th:. N.p., n.d. Web. 23 Nov. 2014.
http://www.nature.org/ourinitiatives/urgentissues/coralreefs/ways-to-help-coralreefs/index.htm