Protect at least 30% of our lands, waters and ocean by 2030

The 30x30 campaign supports the movement to protect at least 30% of our blue planet's land, waters and ocean by 2030, aligning with what is now a global goal under the Convention on Biological Diversity and a national goal as part of theAmerica the Beautiful initiative. With thanks to the Gordon and Betty Moore Foundation, The Ocean Project has made 30x30 an organizational priority since 2019.

Globally, we have incorporated 30x30 into World Ocean Day as the Conservation Action Focus for 2020, 2021, and 2022. Coordinators from a wide array of organizations, ranging from schools and clubs to aquariums and zoos, incorporate 30x30 into their online and in-person events, making good use of the tools and resources, such as the 2022 Event Planning Toolkit and the online petitions created in collaboration with the Campaign for Nature. Those petitions have enabled organizations and individuals alike to call on world leaders to support the 30x30 goal, with more than 1,100 organizations from 80 countries signing in a critical show of support prior to the UN Biodiversity Conference (COP15), where the goal was adopted in December 2022.

In the U.S., where we have been coordinating a working group that is identifying and developing tools and resources to help zoos, aquariums and science museums understand 30x30, effectively raise public awareness, document public opinion and inform policymakers about 30x30, all in keeping with the approach to achieving the goal under the “America the Beautiful” initiative.

The 30x30 working group is comprised of Frost Science, National Aquarium, New England Aquarium, Philadelphia Zoo, San Diego Zoo Wildlife Alliance and Seattle Aquarium, as well as advisors from the Association of Zoos & Aquariums (AZA), the Aquarium Conservation Partnership, National Ocean Protection Coalition, and a specialist on issues of diversity, equity and inclusion.

Notably, the efforts of this working group build upon many years of research, as well as the successes and lessons learned of numerous visitor engagement campaigns The Ocean Project has conducted in partnership with zoos, aquariums and science museums. The tools developed in collaboration with the working group will be posted here as they become available and also shared with AZA members via the 30x30 Community of the AZA Network.

Last winter, 200 zoos, aquariums and museums from communities in all 50 states signed a letter -- and delivered to leaders in the Biden-Harris Administration and Congress -- expressing support and appreciation for the way the United States plans to pursue the goal of 30x30 as part of the promising "America the Beautiful" initiative. An example of how zoos, aquariums and museums have been successfully incorporating 30x30 messaging into their outreach can be seen in this video by the Philadelphia Zoo.

While these tools developed with the working group are focused on advancing ocean conservation in the U.S., they can be easily adapted for use by zoos, aquariums and science museums advancing nature conservation efforts around the world.

Background essentials (See also the "Messaging Kit" below)

Tools for raising public awareness

  • 30x30 Messaging Kit - This document includes talking points and responses to tough questions, as well as general messaging guidance, specific suggestions for social media, sample scripts for in-person engagements, and more.
  • Videos to introduce and explain 30x30 - These videos were scripted by this working group on 30x30, edited by the team at San Diego Zoo Wildlife Alliance, and approved by both AZA and ASTC as a way to help zoos, aquariums and museums raise awareness of 30x30, speak about local conservation efforts in the context of 30x30, and/or ask visitors to take action in support of 30x30. These videos are available to use free of charge through July 2023 (at which point some of the rights do expire)
    • View a shorter version that is approximately 45 seconds long, or let us know if you want to get a copy to download
    • View a longer version that is just shy of two minutes long, or let us know if you want to get a copy to download
  • Targeted opportunities - Guidance and resources to help zoos, aquariums and museums engage their audiences when opportunities arise, including creative ways to raise awareness around events and holidays, such as the following:
  • Templates for banners and posters - Designed to help zoos, aquariums and museums raise public awareness, the banner and poster templates enable each organization to insert its own photos, logos, and links while remaining consistent with the overall messaging. For those interested in emphasizing the global movement for 30x30 or linking to efforts under AZA SAFE please note that alternative wording for the banner, poster and postcard templates referenced below can be found here.

Banner Options

For InDesign templates of these banner options, click here.

Poster Options

For InDesign templates of these banner options, click here.

Tools for documenting public opinion

    • Recording Visitor Views - Five organizations recently collaborated to complete a pilot project, asking visitors to share their views on advancing conservation in keeping with 30x30, and then with the help of a professional editor created video compilations that are being successfully shared with local and national audiences alike.
      • This blog post offers insights and advice for how others can do this too!
      • The site specific, as well as the national video compilations can be viewed on YouTube.
    • Templates for Postcards - Postcards have proven to be a simple yet highly effective way to gather visitor input. Please consider asking your audiences to share their views by signing a postcard that your organization, in turn, can collect and share with local or national leaders.

Postcard Options

For InDesign templates of these postcard options, click here

  • New/Mode- We were pleased to share a tool that enabled individuals to show support for 30x30 by submitting comments to national leaders via the New/Mode action alert platform. Big thank you to the Aquarium Conservation Partnership for making this available for zoos, aquariums and museums to use free of charge. This tool allowed interested individuals to share their thoughts as part of a public comment period to obtain input on the use of NOAA's efforts to advance the goals and recommendations in America the Beautiful" and achieve the goal of 30x30, specifically with regards to their work to conserve our ocean, coasts, and Great Lakes.

 Tools for informing policymakers

  • Sample LTEs - Two templates, one for ocean and one for land focus. These templates can be tailored for your specific audience and emphases.
  • Sample Op-ed - A template that combines both ocean and land-based conservation for you to tailor to your area and for your audience.
  • Guidance for Engaging with Policymakers - A short overview with tips on how to engage with policymakers and advance your mission.

 Additional resources 

30x30 Annual Update 2021

Keep checking back as this page is updated continually!