Disney and Avatar launch 'Keep our oceans amazing' in line with film launch

In celebration of the release of the 20th Century Studios film Avatar: The Way of Water on 16 December 2022, Disney and Avatar are launching a global “Keep Our Oceans Amazing” campaign to raise awareness of the challenges facing oceans and marine life.

The campaign will support The Nature Conservancy (TNC) and its work to protect 10 animals and their habitats. As part of the campaign, fans are invited to participate in celebratory experiences and products. One of the experiences, called the Virtual Pandoran Ocean, transports fans to the wonders of the reef. Through this unique digital activation, fans can help Disney and Avatar “Keep Our Oceans Amazing” until 31 December  2022, by creating their very own Avatar-inspired ocean creature. For every creature created in the Virtual Pandoran Ocean, Disney will give US$5 to TNC, up to $US1 million, to help the organisation achieve its goal of protecting 10% of the ocean by 2030.

“The entire planet depends on the health of our ocean to support and sustain it. The ocean produces half the air we breathe, provides livelihoods for billions of people, and is home to more than half of all life on earth,” said Melissa Garvey, global director of Ocean Protection at The Nature Conservancy. “We need to do our part to protect it. That’s why we are thrilled to collaborate with Disney and Avatar on this campaign.”

“The film’s important message complements our work, and we look forward to working together to protect the 10 species highlighted in this campaign and creating a healthier ocean for all,” she said.

In Avatar: The Way of Water, audiences will be introduced to a new oceanic Na’vi clan and an array of diverse aquatic creatures, inspiring audiences to connect with the beauty of our oceans right here on Earth. “Keep Our Oceans Amazing” aims to extend Disney’s longstanding conservation legacy to help protect 10 ocean animals and their habitats. This new initiative will support TNC to protect beluga whales, blue whales, whale sharks, hawksbill sea turtles, manatees, manta rays, parrotfish, staghorn coral, sea lions, and mangroves—coastal habitats that provide important shelter for many marine species. The specific ocean species that have been selected can be found in waters throughout the world and many of them share qualities with the Pandoran creatures and habitats featured throughout the film.

Disney said it has a long history of taking action for oceans and supporting the protection of marine life. To date, the Disney Conservation Fund has directed more than US$120 million to support nonprofit organisations working around the world to save wildlife, inspire action, and protect the planet. Nearly US$20 million of those funds have been provided to programs that benefit marine life, communities, and the oceans we all depend on. This initiative is part of Disney Planet Possible, tangible actions Disney is taking to help create a healthier home for people and wildlife.

“Disney has a rich legacy of conservation and inspiring action to protect nature,” said Jennifer Cohen, executive vice president, Corporate Social Responsibility for The Walt Disney Company. “We’re proud to celebrate the release of Avatar: The Way of Water by raising global awareness of the critical importance of protecting oceans and marine biodiversity.”

“The Avatar ethos is that we are all connected to each other and our planet, and therefore are responsible for positively impacting the people and world around us,” said Avatar: The Way of Water producer Jon Landau. “The ‘Keep Our Oceans Amazing’ campaign is a way for us to invite fans from around the world to join us in creating that impact.”

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