Turning the Tide to Save an American Industry
Position the boating industry as a marine-protection leader through smart conservation to protect wildlife and boating’s future.
Reframing the debate from conflict to collaboration through smart conservation.
PUBLIC AFFAIRS + ISSUES MANAGEMENT + EARNED MEDIA + DIGITAL MEDIA + PAID MEDIA + THOUGHT LEADERSHIP
The National Oceanic Atmospheric Administration (NOAA) proposed sweeping amendments to the North Atlantic Right Whale (NARW) Vessel Strike Reduction Rule. The intention was noble: protect endangered whales. But the rule failed to account for real-world impact. It threatened America’s recreational boating industry, jeopardizing $232 billion in economic activity and 812,000 jobs, while putting boater safety at risk and making little impact on marine safety.
Working with the National Marine Manufacturers Association, Zeno mobilized a solutions-oriented campaign that reframed the issue from “industry vs. whales” to “smart conservation through innovation.” The campaign was anchored in data, innovation and human storytelling, uniting boat owners, manufacturers, local marinas, and charter boat captains behind smarter, technology-driven alternatives.
Ultimately, NOAA withdrew the proposed rule on January 15, 2025.
An integrated campaign that combined advocacy, media, grassroots mobilization and technology showcases to drive impact.
1 billion+
total impressions
90,000
public comments submitted to NOAA
405
pieces of coverage