New App, Rippl, Adds New Dimension to Trash Free Seas Effort

Free app will help users build greener lifestyle habits, while providing data to study collective impact.

International Coastal Cleanup in South Africa Photo: Samantha Reindeers

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September 13, 2012

Washington, DC – Today Ocean Conservancy is stepping outside the traditional nonprofit role to create change through technology with the release of Rippl, a free iOS app to help users improve their sustainable lifestyle while simultaneously helping the ocean. Rippl, designed by Invoke Media, helps people make simple changes that transform their habits, save them money and decrease their trash impact. 

Rippl is launching in conjunction with the International Coastal Cleanup, which Ocean Conservancy has led for 27 years to empower people to take action through the world’s largest volunteer effort for the ocean. Last year, more than 600,000 people picked up nine million pounds of trash. The data collected during the Cleanup helps provide a snapshot of what trash ends up along our beaches and in our ocean.
 "We see calls for sustainable living all over – whether it’s the grocery store selling reusable bags or coffee shops giving a discount for bringing your own mug – but the only way it will make a difference is if people remember and adopt those good habits,” said Sara Thomas, who led Ocean Conservancy’s development of the app. 

While Rippl was designed to help users contribute to a collective impact to reduce trash, it will help researchers study this impact as well. Ocean Conservancy is teaming up with researchers at Arizona State University to help analyze data the app will provide based on the user experience and perceived behavior changes.

“Trash is a preventable, human-generated problem that affects our ocean.  But small actions can be a big step,” added Nicholas Mallos, Ocean Conservancy’s marine debris specialist.  “It doesn’t have to be all or nothing – incremental steps, when added collectively, can make a huge difference for our ocean. That is the point behind Rippl – to create a Rippl Effect.”

To develop Rippl, Ocean Conservancy partnered with Invoke, a digital innovations company with a proven track record for launching successful apps. According to Dario Meli, co-CEO of Invoke and co-founder of HootSuite, “The use of mobile applications for social good has increased dramatically as mobile technology continues to present an opportunity to engage users. We’re excited to work with Ocean Conservancy to help lead the way in helping nonprofits use mobile platforms to not only create opportunities for change but to connect with their constituency and ultimately build a community around the change and needs they’re supporting.”

How Rippl Works

Rippl allows people to make simple changes by delivering weekly green living tips – science-based recommendations for proven ways to help the environment. Alerts, which can be personalized to individual schedules and preferences, allow users to set goals, track progress and see results of how their actions fit into a larger context.  Like how an estimated 77 percent of recyclable plastic bottles end up in the trash, but by using Rippl, users can help cut that number down.  

Download the free app and let Rippl, your personal "green living" coach, do the rest.

  1. Rippl is your one stop shop for green living tips - the app sends you one simple tip a week that you can try now or save for later, saving all of the ideas together in one place and making it easier than ever to take care of your home and the planet
  2. Rippl is your memory - the app sets up alerts for your favorite tips to help build good habits, like remembering your reusable bags when you plan to head to the grocery.
  3. Rippl is a social movement giving each of us the power to make this a better world -  the app helps you start your own Rippl Effect by sharing successes with friends and family so they too can live green and save green.

To download Rippl, go to:

Invoke is an award winning digital innovation company that works with the world’s leading brands to bring meaningful web and mobile social applications and digital experiences to life. Invoke was founded by David Tedman, Dario Meli and Ryan Holmes. Together the three developed the leading social media dashboard HootSuite and built the first two million users in HootSuite’s first 24 months. Invoke’s deep industry expertise and successful track record of leading multichannel digital strategies for global brands such as The Walt Disney Company, Dove, EA, GAP, Wells Fargo, ViaCom, Jim Beam and the family of Piaggio scooter and motorcycle brands. Invoke is based in Canada, with offices in New York. For more information, visit

Ocean Conservancy is working with you to protect the ocean from today’s greatest global challenges. Together, we create science-based solutions for a healthy ocean and the wildlife and communities that depend on it. For more information, visit, or follow us on Facebook, Twitter or Instagram.

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