Kate Beebe, Building a Global Movement

About This Project

Summary

Our Associate Director of Communications & Brand created Coral Bleaching Awareness Month (CBAM), the first global awareness campaign dedicated to coral bleaching. Launched three years ago, CBAM unites conservation organizations, scientists, aquariums, dive operators, and communities around shared messaging that transforms complex reef science into hopeful, action-oriented storytelling. The campaign has become an annual platform for collaboration, education, and public engagement to help protect

Goals & Objectives

Establish the world's first annual awareness month focused on coral bleaching; unite the global reef community around shared messaging; increase public understanding of reef resilience; inspire action; and create a lasting communications platform that grows through partner participation each year.

Results & Impact

Three years after launch, CBAM has evolved from a CORAL initiative into a shared platform embraced by partners across the conservation community, elevating coral bleaching as a global issue through coordinated communications, education, and collective action. Over 300 organizations participated.