Cause Marketing

Teaming Up with Disney and Avatar

Working Together to Keep Our Oceans Amazing

Colorful fish on a healthy reef with bright blue ocean water in the background.
A patch of healthy reef teems with fish including blue chromis, blue-headed wrasse and others. This site is located north of the pier in Puerto Morelos, Mexico. © Jennifer Adler

On the surface, the ocean appears as a flat expanse of blue. Yet just beneath, lies an incredible kaleidoscope of color and life. Oceans matter for all of us, no matter where we live. We depend on the ocean for food, livelihood, cultural connection, cherished memories, and even the air we breathe.

Avatar Keep Our Oceans Amazing logo lockup
Avatar: The Way of Water Keep Our Oceans Amazing © 2022 20th Century Studios

Avatar Keep Our Oceans Amazing

Protecting Ocean Species and Their Habitats

In celebration of Avatar: The Way of Water, The Nature Conservancy (TNC) has teamed up with Disney and Avatar to protect 10 of our ocean’s amazing animals and their habitats, connected to the beauty of Pandora. Together, we can keep our oceans amazing and help TNC protect 10 percent of the ocean by 2030.

Photo of coral reef
Underwater exploration A diver explores a hard coral reef with Anthias and Damsels in the shallow waters off Amed (Jemeluk) near Bali, Indonesia. © Jeff Yonover
Underwater photo of stars from the film Avatar: The Way of Water
Celebrating our oceans Underwater art featuring Zoe Saldaña, Sigourney Weaver and Kate Winslet, stars from the film "Avatar: The Way of Water" © Christy Lee Rogers

Underwater Art Celebrating Avatar and Our Oceans


In celebration of Avatar: The Way of Water and the “Keep Our Oceans Amazing” campaign, James Cameron and Disney commissioned underwater photographer Christy Lee Rogers to make art for our oceans. 100% of net proceeds from sales of the art—which features the film’s stars Zoe Saldaña, Sigourney Weaver and Kate Winslet—will go to TNC to help protect 10 of our ocean’s amazing animals and their habitats. Learn more.

Learn About 10 of our Oceans' Amazing Species

Disney and Avatar are supporting TNC to protect our oceans, including 10 amazing animals and their habitats that reflect the range and beauty of our oceans that — like Pandora’s waters — bring us together.

These whales are easily recognized by their smiling appearance, white coloring and large frontal prominence.
Beluga These whales are easily recognized by their smiling appearance, white coloring and large frontal prominence. © Tengyart on Unsplash

Beluga

Also called white whales, their unusual color makes the beluga one of the most distinguishable of all whales. Belugas are highly social and live in small groups called pods. These vocal communicators are often found in coastal waters of the Arctic.

Aerial shot of blue whale and calf in ocean.
Blue Whale and Calf Aerial shot of blue whale and calf in ocean. © Fernando O'Farrill/TNC Photo Contest 2022

Blue Whale

The largest animal known to have ever existed, the blue whale weighs around 200 tons. Adults eat up to four tons of tiny krill each day and live up to 90 years. These iconic giants are important to ocean health, distributing nutrients as they feed.

How You Can Help the Beluga and the Blue Whale:

  • Buy Local. Ship strikes are a major cause of whale fatalities. Learning where products come from and choosing locally-made products can help avoid excess shipping.
  • Follow NOAA's Marine Wildlife Viewing Guidelines to protect whales and other marine animals. The guidelines instruct whale watchers to keep their distance. Chasing or harassing animals, impeding their right of way, touching and feeding animals are not allowed.
  • Properly dispose of used fishing line at a designated recycling bin or trash can. Your local marina, fishing access point or fishing supply store may have designated fishing line recycling bins.
Jumping Humpback Whale
Jumping Humpback Whale A humpback whale breaching off the California coast. © gudkovandrey - stock.adobe.com

Making the Sea Safer for Whales

Hawksbill sea turtle swimming in Seychelles.
Seychelles Sea Turtle Hawksbill sea turtle swimming in Seychelles. © BlueOrange Studio

Hawksbill Sea Turtle

This turtle spends much of its time in lagoons and coral reefs. They eat sponges which creates space for corals to grow. They keep jellyfish populations in check and feed on many other invertebrates. Over 100 species can live on a sea turtle's shell. Learn more about the hawksbill sea turtle.

How You Can Help The Hawksbill Sea Turtle

  • Learn how to identify and avoid buying products made from hawksbill shells, also known as “tortoiseshell.” Although illegal, products made from hawksbill shells are still sold in many Central American and Southeast Asian countries.
  • Watch out for our turtle friends! Hawksbill and other sea turtles can be injured by collisions with watercraft, like boats and jet skis.
  • If you see sea turtles: never feed or attempt to feed them – it is harmful and illegal – and do not disturb nesting turtles, nests, or hatchlings.
  • Keep nesting beaches dark and safe for sea turtles. Turn off, shield, or redirect lights visible from the beach. Lights disorient hatchling sea turtles and discourage nesting females from coming onto the beach to lay their eggs.
Manatees body surfing and barrel rolling as they play at the Three Sisters Spring wintering site in Crystal River, Florida.
Manatees Barrel Roll Manatees body surfing and barrel rolling as they play at the Three Sisters Spring wintering site in Crystal River, Florida. © Carol Grant

Manatee

The manatee was once mistaken for a mermaid by European sailors. Manatees are primarily herbivores. They feed for up to eight hours a day, consuming about 4% to 9% of their body weight daily (up to 108 lbs)! Learn more about manatees in Florida, and how we're protecting them.

How You Can Help The Manatee

  • Keep an eco-friendly lawn or yard. Minimize the use of fertilizers and chemicals on your lawns, which become toxic runoff that enters the oceans. Excess fertilizer can cause an overgrowth of algae, which depletes oxygen from the water and blocks sunlight that seagrasses and other manatee-friendly vegetation need.
  • Turn off the tap. With increasing use of fresh water, natural springs and aquifers – havens for manatees and other rare species – are dwindling. Saving water can help save manatees, giving them safe places to rest and more space to roam.
  • Watch out for our manatee friends! Manatees can be seriously injured by collisions with watercraft, like boats and jet skis. Keep these gentle giants in mind as you’re enjoying the warm waters we share.
A Day in the Life of a Baby Sea Turtle (1:46) Scurry along the sand of the Solomon Islands as a baby Hawksbill sea turtle, and learn how The Nature Conservancy and local heroes are protecting these endangered creatures throughout their entire life cycle.
Mangrove in the shallow coastal salt flats of Warderick Wells Cay in the Bahamas Exuma Cays Land & Sea Park.
Mangrove Mangrove in the shallow coastal salt flats of Warderick Wells Cay in the Bahamas Exuma Cays Land & Sea Park. © Mark Godfrey/TNC

Mangroves

Master survival artists, climate heroes and nature’s nursery, mangroves provide habitat and shelter for over 3000 fish species, can store 3 to 5 times more carbon per area than tropical upland forests, and provide livelihoods for over 120M people. Read about the benefits of mangroves—and how they can be saved.

How You Can Help Mangroves

  • You can donate directly to our Plant a Billion Trees program to help us reforest critical habitat, like the mangroves along the coast of Kenya!
  • Find sustainable seafood alternatives to shrimp farmed from mangrove habitat. Look for the blue Marine Stewardship Council (MSC) logo on packaging to identify sustainable, wild-caught seafood. Significant mangrove habitat has been lost when coastal lands have been converted into shrimp farms. Your responsible food choices can make a difference in protecting our global mangrove habitat.
  • Travel responsibly. When visiting mangroves, stay in designated passageways, refrain from collecting shells or plants, respect wildlife, and dispose of your waste properly.
Manta rays gliding across the sandy flats on the inside of the Ningaloo reef
Manta Entourage Manta rays gliding across the sandy flats on the inside of the Ningaloo reef © Lewis Burnett/TNC Photo Contest 2021

Manta Ray

Highly intelligent, highly threatened manta rays can have a wingspan of up to 30 feet. Manta means blanket or cloak in Spanish and when feeding, these rays swim with their mouths open wide to draw in plankton and krill. 

How You Can Help The Manta Ray

  • Hands off to protect their health! If you snorkel or dive, do not touch manta rays as touching them can disrupt valuable protective layers that prevent infection.
  • Watch out for our manta friends! Mantas and other rays can be injured by collisions with watercraft, like boats and jet skis. Keep them in mind as you’re enjoying the waters we share.
  • Properly dispose of used fishing line at a designated recycling bin or trash can. Your local marina, fishing access point or fishing supply store may have designated fishing line recycling bins. 
Princess Parrotfish feeding on algae in Samana Bay.  Samana Bay is situated in the northeastern corner of the Dominican Republic and is one of the largest estuaries in the Caribbean.  It is fed by a number of rivers including the Yuna River, the largest river in the country and it is a vital habitat for wildlife and human communities which depend upon it.
Parrotfish Princess parrotfish feeding on algae in Samana Bay, Dominican Republic. © Jeff Yonover

Parrotfish

The colorful parrotfish lives in coral reefs. Parrotfish eat algae and coral. They have teeth inside their throat that crushes the coral bits which become the white sands that form beautiful beaches. Learn more about the parrotfish.

How You Can Help The Parrotfish

  • Ask about the type of fish before you order and don’t buy parrotfish in markets or restaurants. Tell your restaurant why sustainable seafood, and parrotfish in particular, are important to you and reefs all over the world.
  • Protect coral reefs, essential parrotfish habitat and feeding area. Choose a reef-safe sunscreen every time you go for an ocean swim and when visiting reefs don’t touch the corals or other wildlife.
  • Write to your fisheries management boards & attend public hearings. Share your opinion and let them know you have an interest in conserving parrotfish.
Esta emblemática especie requiere espacios rocosos con cuevas aptas para su reproducción, y la encontramos desde Perú hasta el sur de Brasil.
Sea Lions in Chile This emblematic species enjoys rocky coastal habitat. © Nick Hall

Sea Lion

Sea lions live in many parts of the world and particularly enjoy sandy shores or rocks by the ocean. Sea lions are social, playful and among the most vocal of all mammals. Often seen in big groups, they can swim in bursts of up to 25 miles per hour.

How You Can Help The Sea Lion

  • Volunteer to help organizations that protect critical coastal habitats like oyster reefs and kelp forests that provide food and habitat for sea lions.
  • Share the shore and follow NOAA’s Watch Marine Mammals Responsibly Guidelines to protect sea lions and other marine animals. Keep yourself and your pets a football field away from sea lions and do not attempt to feed them.
  • Report animals that are injured, entangled, or distressed to local authorities so trained responders can take action and help keep you and wildlife as safe as possible.
One of the last remaining stands of healthy staghorn coral growing abundantly in Dry Tortugas National Park in the Florida Keys.
Healthy Coral Reef One of the last remaining stands of healthy staghorn coral growing abundantly in Dry Tortugas National Park in the Florida Keys. © Rachel Hancock Davis/TNC

Staghorn Coral

Staghorn coral is named after its resemblance to antlers. They are the fastest growing corals, growing up to 4-8 inches per year. Speedy as staghorn corals are, their skeletons can be easily damaged by storms and human activity. Learn how TNC is using world-class science to save imperiled reefs before it's too late.

How You Can Help The Staghorn Coral

  • Choose a reef-safe sunscreen when swimming in the ocean to protect coral reefs from harmful chemicals.
  • When visiting reefs don’t touch the corals or other wildlife. Dive responsibly to avoid contact and accidental coral breakage.
  • Practice safe boating to avoid anchor damage that can lead to coral breakage. 
The Lone Whale shark // An unexpected visitor makes an appearance in the humpback whale paradise of Vava’u Tonga.
The Lone Whale shark The Lone Whale shark // An unexpected visitor makes an appearance in the humpback whale paradise of Vava’u Tonga. © Jono Allen/TNC Photo Contest 2021

Whale Shark

The whale shark is the largest fish alive today, growing an average 18-32 feet. Often called “gentle giants,” they feed on plankton and travel far distances to find food. Their white spotted coloration makes them easy to distinguish. Learn about TNC's work in the Mesoamerican Reef, home to the largest number of whale sharks in the world.

How You Can Help The Whale Shark

  • Do not buy shark products, including shark fin soup; avoid shark meat or any products that contain shark cartilage or liver oil. This will reduce the market demand, causing companies to stop killing sharks to make these products.
  • If you snorkel or dive with whale sharks, do not swim too close and do not use flash photography to keep the encounters safe for both tourist and whale sharks
  • Participate in whale shark research. You can volunteer on a whale shark research projects to collect photographs of sharks for ID purposes or record data on shark movements and behaviors.

A Deep History of Collaboration

TNC and Disney have a long history of collaboration, working together on global initiatives to make a positive impact for the planet. Our collective efforts are built upon a commitment to a world where all life can thrive.

undersea coral restoration
Coral Restoration First-of-its-kind habitat map guided reef restoration efforts in one of the Dominican Republic’s most vital marine areas © Paul A. Selvaggio