The Blue Manifesto
How we’re helping highlight the Ocean to EU Policy makers
The Blue Manifesto is a roadmap aimed at securing a healthy ocean by 2030, advocating for ocean-friendly policies and marine conservation.
It’s led by six leading NGOs – BirdLife International, ClientEarth, Oceana, Surfrider, Seas at Risk, and WWF.
And it’s supported by over 140 organisations, serving as a powerful tool for influencing EU decision-makers and promoting sustainability across Europe.
The challenge
The ocean is in trouble. Marine ecosystems are under constant pressure from pollution, overfishing, and climate change. But there’s another problem: ocean protection isn’t always a priority in EU decision-making. With the 2024 European elections bringing in new policymakers, there was an urgent need to ensure that marine conservation stayed high on the agenda for 2025 and beyond.
That’s where the Blue Manifesto comes in. Originally launched in 2020, this roadmap to a healthy ocean by 2030 is a powerful tool for advocating ocean-friendly policies. But in the face of new political challenges and an increasingly polarized debate on environmental issues, it needed an update – and it needed to make waves. Our challenge? Deliver a refreshed, compelling Blue Manifesto publication and comms strategy that would cut through the noise, speak to policymakers, and mobilise public support.
Action
At the Agile Communications Agency, sustainability isn’t just a buzzword for us—it’s part of our values. So when we were brought on board in partnership with Hutch Agency to help refresh and relaunch the Blue Manifesto, we knew we had to do more than just create a document.
Here’s how we did it:
- Deep audience understanding – We kicked things off by diving deep (pun intended) into audience research, creating detailed personas of key stakeholders: EU policymakers and ocean advocates. Understanding what motivates them helped us craft a message that would resonate.
- A fresh, impactful design – The updated Blue Manifesto isn’t just another dry policy document—it’s a bold, solutions-driven call to action. So Alex and Rob at Hutch made sure the new publication was visually compelling, using eye-catching infographics, powerful imagery, and easy-to-digest summaries to keep readers engaged.
- Strategic communications plan – To amplify the reach of the new Blue Manifesto, we developed a robust communication strategy, including media briefings, social media toolkits, and film content.
The result
The updated Blue Manifesto was launched successfully and has already started making an impact. It’s not just sitting on policymakers’ desks – it is a practical tool for NGOs to use to help spark conversations, influence debates, and inspire action.
Some highlights so far:
- Increased visibility – The Blue Manifesto gained media coverage in Europe, helping elevate the voices of the six NGOs leading the initiative.
- Policymaker engagement – The clear, action-oriented messaging makes it easier for EU decision-makers to understand and advocate for ocean-friendly policies.
- An advocacy tool – NGOs now have a powerful, updated resource to hold institutions accountable and push for real change.
And the best part? This is just the beginning. We’re continuing to work on the campaign delivery until summer 2025, supporting advocacy efforts around key moments like Ocean Week, the launch of the EU Oceans Pact and the UN Ocean Conference in Nice.
Why this matters
We believe that great storytelling can change the world. By combining strategic communications with a passion for sustainability, we’re helping ensure that ocean protection stays on the radar for the EU agenda—and that’s something worth celebrating.
If you have a sustainability focused organisation or project and would like to see how we can help elevate your communications, get in touch.
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