Hope Grows, Kuleana Coral Restoration


Coral reefs are dying and according to sources like the National Ocean Service1 and the Smithsonian Ocean Portal2, climate change is a large reason why. Besides the obvious harmful effects on the ocean's ecosystems and the consequent impact on fish — scientists predict that 90% of the world's tropical reefs will be gone in the next 20 years, threatening 25% of the world's marine life — it's also devastating to coastal communities. Without intervention, nearly half a billion people who depend on coral reefs for food, income and coastal protection may be impacted.

That's why, during Coral Reef Awareness Week, with the help of Auli`i Cravalho, Hawaiian-born actress, singer and cat parent, the SHEBA brand is announcing its continued commitment to restoring coral reefs. The brand is thrilled to bring their efforts closer to home, through a partnership with Kuleana Coral Reefs, a nonprofit organization helping to restore and protect Hawai`i's coral reefs and native ecosystem.

"More coral means more fish, and more fish helps maintain marine ecosystems here in Hawai`i, and around the world," said Alika Garcia, co-founder of Kuleana Coral Reefs. "We're happy to be working together with the SHEBA brand to maximize our impact in the archipelago. By protecting coral, we're protecting our family."

The word "Kuleana" means "reciprocal responsibility" in Hawaiian, pulling from a deep emotional and spiritual connection between the natural world and native Hawaiians. To honor one's "Kuleana," Hawaiians must care for, nurture, and love coral (and all living things), and coral has a reciprocal responsibility to feed and love Hawaiians.

This shared responsibility to our environment, mutual mission to ensure the future has more fish and sustained action to protect and support our oceans is what has brought the SHEBA brand together with Kuleana Coral Reefs. Meaningful partnerships, like this one, help expand impact. With the SHEBA brand's support, Kuleana Coral Reefs has already accelerated their work to the broader Hawaiian archipelago – increasing from 10 to 30 sites across O'ahu and Maui.

This professional campaign titled 'Hope Grows, Kuleana Coral Restoration' was published in United States in July, 2023. It was created for the brand: Sheba, . This Integrated medium campaign is related to the Pets and Public Interest industries and contains 2 media assets. It was submitted about 1 year ago.


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