Background
The 10th Our Ocean Conference (OOC10), hosted by the Republic of Korea in Busan, marked a major milestone: a decade of global action for the ocean. As the Our Ocean community reflected on its first ten years and looked to the future, this anniversary was more than symbolic, it was a moment to sharpen ambition, strengthen accountability, and renew momentum for protection and action.
With support from Bloomberg Philanthropies and Oceans5, Communications INC led the global communications strategy for OOC10, working closely with the host government and the newly established Our Ocean Secretariat. Our role was to ensure the event’s visibility, clarity, and connection, reaching global audiences while elevating national leadership and partner voices.
Objective
Our goal was to deliver an integrated communications campaign that positioned OOC10 as a pivotal moment for the ocean. This meant raising visibility, strengthening media engagement, amplifying partner voices, and delivering a digital-first strategy that connected people, platforms, and policy across time zones.
Approach and delivery
From the first messaging workshops to the final wrap-up post, Communications INC led a fully integrated campaign, spanning digital strategy, media relations, stakeholder engagement, visual storytelling, and real-time delivery on the ground in Busan.
In the lead-up to the conference, we shaped core messages, developed toolkits, supported partner amplification, and worked with the OOC Secretariat to ensure consistent communications across channels. The team ran a pre-conference content campaign, developed briefings and visual assets, and prepared the digital infrastructure to support live coverage.
During the event, we coordinated and delivered a multi-day media tour, from Jeju Island’s marine protected areas and Haenyeo women divers to Busan’s smart port and fisheries monitoring centre. Communications INC managed five high-level press briefings, bringing together voices from governments, NGOs, Indigenous communities, and global envoys.
Leading content production across platforms, the team delivered over 260 social media posts, daily videos, story cards, and over 190 professional photos. A hybrid bloggers programme brought together on-site and remote contributors for around-the-clock storytelling and regional reach, helping ensure fresh, people-first content in the lead-up to and throughout the week of the conference, including high-quality event photography.
Impact
This was a cut through campaign, with clear messaging, people-centred stories, and results that travelled far beyond the conference venue.
Media coverage topped 980 mentions with over 1.1 billion potential impressions, and sentiment remained overwhelmingly positive. Our media tour led to feature stories in The Guardian, Mongabay, IPS News, and Eco-Business, with journalists calling the experience “valuable,” “well-organised,” and “a powerful way to tell stories through people and places.”
Social media content generated over 248,000 impressions during the conference window, with LinkedIn and Instagram far outperforming X in both reach and engagement. Video views reached a four-year high, and our digital strategy confirmed what we’ve seen coming: the conversation has shifted. People want connection, not just coverage.
From content planning to press briefings, stakeholder support to storytelling, all delivered by a team of just four Communications INC staff on the ground, and remote support from the wider team.
Looking Ahead
As the Our Ocean community prepares for its next chapter in Kenya, OOC10 reminded us that communications is not just about amplification: it’s about access, influence, and connection. Strategic storytelling, real-world insight, and human-centred content helped elevate the voices and values that matter.
Communications INC are proud to have supported every Our Ocean Conference since 2014. And we’ll continue shaping the conversation, one Our Ocean at a time.