Return ’Em Right: Blending Science with Business Principles for Lasting Ocean Resource Conservation

Abstract

“Return ’Em Right” (https://returnemright.org/) is a unique program that blends science with business principles and can serve as a model for resource-user-driven ocean conservation. The effort, led by the NOAA Restoration Center, in collaboration with Florida Sea Grant and the Gulf States Marine Fisheries Commission, emphasizes clientele interests, customer service, and the angler experience to motivate sustainable catch and release practices among recreational fishers in the Gulf of Mexico. Return ’Em Right delivers practical and relatable information to the angling community by blending traditional science, outreach, and communications with modern social marketing. These activities are underpinned by innovative online learning tied to the distribution of free fish-descending devices to tens of thousands of participating anglers. Issue awareness, knowledge, and use of the devices to release fish exhibiting signs of barotrauma safely back to depth is monitored and evaluated through customer satisfaction surveys.