The 10th Our Ocean Conference (OOC10) in Busan marked a decade of collective effort to protect the ocean, and offered a valuable snapshot of how ocean issues are being covered, shared, and understood in 2025.
From media coverage to digital performance, here are a few trends that stood out, and what they might mean for how we communicate heading into the 3rd UN Ocean Conference and beyond.
The message is shifting: from commitment to action
Coverage around OOC10 made it clear: the urgency of 30×30 is rising fast. With 2030 on the horizon, the framing has shifted from long-term pledges to a much more immediate “act now” tone.
Marine Protected Areas (MPAs) were the most visible theme, with media also picking up on climate-ocean links, sustainable fisheries, and the High Seas Treaty.
The host’s Digital Ocean theme added an interesting angle but didn’t dominate the narrative, suggesting that the media gravitated more toward familiar but timely topics.
Media wants human centered stories, not just statements
The strongest coverage came from journalists who had access to real people, places, and quotes. A media tour, coordinated by Communications INC with support from Bloomberg Philanthropies and Oceans5, paid off in quality reporting. It included MPA site visits, community encounters, and local conservation stories.
Media briefings with a mix of government, NGO, and Indigenous voices, also coordinated by Communications INC, provided strong material. Outlets like Mongabay, IPS, Eco-Business, and Tempo focused on solutions, urgency, and local action, not high-level policy in isolation.
Human impact and visual storytelling consistently outperformed formal announcements. This reinforces what we already know: if you want the story to land, start with people.
Sophie Hulme, Communications INC Director & Co-Founder
UNOC: referenced, but not front and centre
UNOC was mentioned in key briefings, especially by speakers like Peter Thomson and John Kerry, and positioned alongside major themes like 30×30 and High Seas Treaty implementation.
But in terms of media coverage, it didn’t break through on its own. For UNOC to stand out in stories, we’ll need clearer hooks, stronger human framing, and a more direct connection between announcements and what comes next.
Social media is moving on
OOC10 confirmed what many have sensed for a while: X (formerly Twitter) is no longer reliable for live event engagement.
LinkedIn and Instagram were the strongest platforms, with LinkedIn leading for policy reach and engagement, and Instagram dominating for visual storytelling and connection.
For UNOC and other upcoming events, we recommend:
- Prioritising LinkedIn to reach policymakers, funders, and NGO audiences
- Using Instagram to spotlight people, places, and community, especially through Stories and Reels
- Dropping X (Twitter) as a core channel for live coverage
Final thought
If OOC10 taught us anything, it’s this: the ocean community doesn’t need more statements. It needs stories, strategy, and urgency. And the way we communicate that is evolving fast.
Sophie Hulme, Communications INC Director & Co-Founder
At Communications INC, we’re proud to have supported every Our Ocean Conference since 2014, and we’re committed to helping ocean and climate leaders connect their work to the world, with clarity and purpose.
Our team will be at UNOC. Get in touch if you’re looking for strategic support or creative communications that cut through. We’d love to help.