Objectives

When Hawaii's coral reefs suffered from unprecedented levels of coral bleaching, a study published by the Archives of Environmental Contamination and Toxicology linked oxybenzone, a common chemical found in sunscreen, to coral reef’s declining health. This finding was supported by the National Oceanic and Atmospheric Administration, which called for immediate action. Afterwards, in 2016, Senator Will Espero and Representative Gene Ward introduced a bill to Hawaii’s state legislature that, if passed into law, would have banned the sale of coral-damaging sunscreen in Hawaii. Due to low public awareness about the dangers chemical sunscreens have on coral reefs, the bill failed.

Aqua-Aston Hospitality (AAH) – one of Hawaii’s largest hotel management companies and host to 5.5-million guests each year – was in a unique position to create a platform for change. AAH understood that by persuading the public to support reef-safe sunscreen alternatives, the destinations threatened by the global coral bleaching crisis could start to fight back.

In 2018, AAH launched its “reef-safe sunscreen” public awareness initiative and sought to amplify awareness about the issue; increase consumer demand for reef-safe sunscreen; and increase the availability of reef-safe sunscreen for purchase. The initiative was rooted in one simple principle – that little choices can lead to big change – that the power of one could become the power of many to protect and preserve the world’s coral reefs.

Strategy and Execution

To secure a credible third-party endorsement, AAH:

• Consulting with Doctor Craig Downs, the lead scientist who co-authored the 2015 study published in the Archives of Environmental Contamination and Toxicology on its approach, how to explain the connection between sunscreen and coral bleaching, and what products could be endorsed as “reef-safe”
• Cross-promoted Dr. Downs’ efforts and lent the credibility of the AAH brand as a supporter of his work

Result:

• Dr. Downs became a major advocate for the AAH effort, touting it in multiple interviews as a best-in-class example that should be adopted by tourism organizations around the globe
• Global pick-up
• Due to his endorsement, excitement about the initiative spilled over to other countries affected by coral bleaching, including the Boards/Ministries of Tourism in Belize, Mexico, Bonaire, Canary Islands, the Philippines, Thailand and Spain

To rally the tourism industry to support the cause, AAH:

• Held face-to-face meetings about its efforts with members of the travel industry, including major stakeholders, a dozen water-recreation companies, and other hotels
• Invited community leaders to attend a “Community Feast” dinner and panel discussion about the cause. Provided sponsorship support for likeminded non-profits

Result:

• Many stakeholders from Hawaii’s tourism industry joined the cause with like-minded campaigns, including Hawaii Tourism Authority; Oahu Visitors Bureau; Hawaiian Airlines; Sheraton Maui Resort & Spa; Kaanapali Beach Hotel; Napili Kai Beach Resort; and the Ironman World Championship committee
• The Waikiki Aquarium brought coral experts to Hawaii to deliver free-to-the-public talks about coral bleaching
• The Honolulu Museum of Art’s Surf Film Festival (highly attended by Hawaii’s pro-surfing community) distributed reef-safe samples to attendees
• AAH was invited to speak when the Bishop Museum launched an environmental stewardship exhibit, Holo Moana, to promote reef-safe practices and caring for the earth.

Secure significant and credible media exposure about the issue, AAH:

• Created content, pitched several media, conducted interviews about the issue and amplified consumer engagement through social media.
• Conducted reef-safe themed media FAMs to Hawaii, including activities like beach clean-ups, diving, and interviews with scientists knowledgeable about the coral bleaching crisis
• Ran PSA-style television and radio ads with mass reach in Hawaii, including friendly animation, upbeat music and an inclusive approach to urge consumers to feel empowered to choose reef-safe sunscreen.
• Participated in Earth Month media opportunities as an advocate for Environmental Stewardship, specifically coral reef preservation

Result:

• Generated more than 350-million earned and paid media impressions in top-tier publications, including The New York Times, AFAR, National Geographic, Global Citizen, and Travel + Leisure.

Create accessible opportunities to trial and purchase reef-safe sunscreen in Hawaii, AAH:

• Distributed more than 100,000 reef-safe sunscreen samples with educational information to hotel guests and the community at more than 50 events throughout Hawaii
• Installed free sunscreen dispensers at its hotels with full-sized products available for purchase
• Funded the installation of dispensers at the Waikiki Aquarium, free to the public

Result:

Reef-safe sunscreen producers reported a 50% increase in door count and a 30% increase in sales from reformulated products that comply with reef-safe standards without using dangerous chemicals.

Results

Hawaii passed the first law in the world to ban the sale of sunscreens linked to coral bleaching

After the so-called “sunscreen bill” failed in 2016, it was re-introduced in 2018, passed, and was signed into law. Senator Mike Gabbard recognized AAH on the Senate floor, saying, “It’s encouraging that our tourist industry is stepping up, with companies like Aqua-Aston doing their part to provide reef-friendly sunscreens to their guests.” AAH was also recognized as a leader in environmental stewardship by Governor David Ige.

The very first World Reef Day was established

With the State’s acknowledgement and support, AAH partnered with Raw Elements and Hawaiian Airlines to establish June 1, 2019 as the inaugural World Reef Day, as a call to action for consumers and businesses around the globe, especially destinations also experiencing coral bleaching, to learn more about the issue and learn about ways to positively effect change. On World Reef Day alone, the hashtag #WorldReefDay generated nearly 2,000 posts globally in support of this global movement. The official proclamation document by Governor David Ige, cites AAH as one of the leaders in a now global movement.

Major sunscreen producers reformulated their products to be reef-safe.

The effects of the global reef-safe movement have influenced some of the biggest offenders in the sunscreen industry, including Banana Boat and Hawaiian Tropic to reformulate their ingredients to be reef-safe compliant with new, mineral-based products as healthier alternatives for the environment.

Media