Has launched a strategy to connect people to the sea

"We are all connected to the sea. The sea is fundamental to our well-being, it provides us with space for leisure and recreation, as well as contributing to jobs, healthy food, green energy and a rich wildlife." Quote from «Y Mor a Ni» - a strategy for "Ocean literacy" in Wales.

On 8 January 2025, an Ocean Literacy Strategy was launched in Wales, the first national strategy of its kind in the UK. Nordlandsforskning's Liz Morris-Webb has been involved in its design.

The ocean is our lifeblood - it gives us oxygen, regulates our climate and provides food, water and recreation. For many, the ocean is the essence of an outdoor lifestyle, contributing to well-being and identity. But the global threats facing the ocean often seem irrelevant to us as individuals or overwhelming, leaving us feeling powerless.

Research shows that the more connected people are to the ocean, the more aware they are of how they impact it, and the more likely they are to work to protect it. The collective efforts of individuals can be contagious in changing society’s attitudes towards the ocean and their ability to care for it. The concept of “ocean literacy” is emerging as a powerful tool for change.

Ocean literacy, defined as “an understanding of the ocean’s impact on you and your impact on the ocean,” is an integral part of the United Nations Decade of Ocean Research for Sustainable Development. Morris-Webb’s research explores how to strengthen the connection between people and the ocean and improve ocean knowledge, for example by strengthening people’s emotional and cultural ties to the ocean and going beyond traditional “knowledge transfer.” 

The Welsh strategy for "Ocean literacy"

Morris-Webb, who is also a visiting scholar at Bangor University in Wales, has helped develop the Welsh strategy for “Ocean literacy”, known as “Y Mor a Ni” (“The Sea and Us”). This engagement bridges her work in Norway with international initiatives. 

“Wales is one of the first countries in the world, and certainly the first in the UK, to have developed a framework to improve people's relationship with the coast and the sea,” says Morris-Webb. 

“It is an important step towards promoting more conscious decisions regarding the ocean, from individuals to companies and governments. It is a crucial step in the right direction towards sustainability. Hopefully it will inspire other countries to try a similar approach,” she says.

The Welsh strategy envisions a future where citizens connect with, understand and value the coast and the sea, and make decisions that promote sustainability. In Norway, this is in line with the Research Council’s priority “Everyone understands the sea”, which emphasises the importance of promoting knowledge about the sea in order to create a sustainable future.

The strategy is just the beginning

The Welsh approach provides practical insights for Norway, particularly in terms of the wide range of communication tools needed to reach different groups. The strategy highlights six key areas of action, from influencing policy to promoting ocean-positive cultural practices. 

“The strategy is the result of two and a half years of collaboration between 22 partners, led by the Coast and Seas partnership in Wales, Natural Resources Wales, and funded by the Welsh Government. By starting with desired behavioural changes and working backwards, we have designed targeted interventions for individuals, sectors and organisations,” says Morris-Webb.

– It has been incredibly rewarding to work with a wide range of stakeholders, from experienced ocean educators to those completely new to the game. However, a strategy is just the beginning. Restoring society’s relationship with the ocean by nurturing our connection to it and inspiring people to translate understanding into action is an important step on the path to keeping our planet habitable.

Experiences that connect people to the sea

In 2025, Nordland Research Institute have several projects related to the concept of “Ocean literacy”. As part of the EU Horizon project “EmpowerUs”, the institute is already collaborating with coastal communities across Europe, including the Norwegian island of Træna, to design interactive initiatives that go beyond traditional education, fostering deeper connections to the ocean and strengthening local community resilience.

“EmpowerUs enables the creation of fun and meaningful experiences that reconnect people to the ocean, ultimately strengthening their socio-economic resilience,” says Morris-Webb. 

She also invites everyone to reflect on their own relationship with the sea: – Why not promise to reconnect with the sea this year?