101
(6) build capability within the agency for edu-
cational excellence; and 
(7) create and implement effective approaches 
to disseminate agency products and ocean informa-
tion to the general public. 
(c) EDUCATIONAL PARTNERSHIP PROGRAM.—The 
Administrator shall establish an educational partnership 
with minority-serving institutions to provide support for 
cooperative science centers, an environmental entrepre-
neurship program, a graduate sciences program, an under-
graduate scholarship program, and other activities as re-
quired to meet program objectives. 
SEC. 905. AMENDMENT TO THE NATIONAL SEA GRANT COL-
LEGE PROGRAM ACT. 
Section 212(a) of the National Sea Grant College 
Program Act (33 U.S.C. 1131(a)) is amended by adding 
at the end the following new paragraph: 
‘‘(3) MARINE
AND
AQUATIC
SCIENCE
EDU-
CATION.—In addition to the amounts authorized for 
each fiscal year under paragraphs (1) and (2), there 
are authorized to be appropriated for marine and 
aquatic science education for each of fiscal years 
2005 through 2010—
‘‘(A) $6,000,000 in increased funding for 
the educational activities of sea grant programs;
102
‘‘(B) $4,000,000 for competitive grants for 
projects and research that target national and 
regional marine and aquatic science literacy; 
and 
‘‘(C) $4,000,000 for competitive grants to 
support educational partnerships under the 
ocean and coastal education program estab-
lished under section 902 of the Oceans Con-
servation, Education, and National Strategy for 
the 21st Century Act or other appropriate 
mechanism.’’. 
SEC. 906. NATIONAL OCEAN AWARENESS MEDIA CAMPAIGN. 
(a) FINDINGS.—The Congress finds the following: 
(1) Ninety-five percent of the deep ocean is un-
explored and unknown, and is truly the last frontier 
on Earth for science and civilization. 
(2) The United States has more than 95,000 
miles of coastline and more than 50 percent of the 
population of the United States lives within 50 miles 
of the United States ocean waters. 
(3) Coastal areas are regions of remarkably 
high biological productivity, are of considerable im-
portance for a variety of recreational and commer-
cial activities, and provide a vital means of transpor-
tation.
103
(4) The rich biodiversity of marine organisms 
provides society with resources that sustain many 
economically important industries including fisheries 
and tourism, as well as contributing novel com-
pounds with therapeutic potentials to the biomedical 
industry. 
(5) One out of six jobs in the United States is 
marine-related. 
(6) One-third of our Gross National Product is 
produced in coastal areas, where most major cities 
are located. 
(7) National Science Foundation surveys in 
2000 showed that while the majority (greater than 
73 percent) of the United States public holds a posi-
tive attitude toward science and technology, that 
same group was only able to correctly answer 58 
percent of the questions asked about basic scientific 
concepts. Furthermore, only 26 percent of those sur-
veyed actually understand the nature of scientific in-
quiry. 
(8) The oceans provide an exciting context in 
which to teach the fundamental concepts of biology, 
chemistry, the physical sciences, and mathematics in 
accordance with the National Science Education
104
Standards (NRC, 1996) and Benchmarks for 
Science Literacy (AAAS, 1993). 
(b) IN GENERAL.—The Administrator shall conduct 
a national media campaign in accordance with this section 
for the purpose of increasing public awareness and inter-
est in the oceans, through mass media advertising. 
(c) USE OF FUNDS.—
(1) IN GENERAL.—Amounts made available to 
carry out this section for the media campaign may 
only be used for the following: 
(A) The research, development, production, 
and launch of a multimedia campaign. 
(B) Evaluation of the effectiveness of the 
multimedia campaign. 
(C) Media monitoring. 
(D) Distribution (public relations and 
grassroots community based outreach). 
(E) Partnerships with community, civic, 
and professional groups and government organi-
zations related to the media campaign. 
(2) SPECIFIC REQUIREMENTS.—
(A) EVALUATION OF EFFECTIVENESS OF 
MEDIA CAMPAIGN.—In using amounts for the 
evaluation of the effectiveness of the media
105
campaign under paragraph (1)(B), the Admin-
istrator shall—
(i) designate an independent entity to 
evaluate annually the effectiveness of the 
national media campaign based on data 
from—
(I) public feedback; and 
(II) other relevant studies or 
publications, as determined by the Ad-
ministrator, including tracking and 
evaluation data collected according to 
marketing and advertising industry 
standards; and 
(ii) ensure that the effectiveness of 
the media campaign is evaluated in a man-
ner that enables consideration of whether 
the media campaign has contributed to in-
creasing the ocean literacy of the public 
and such other measures of evaluation as 
the Director determines are appropriate. 
(B) PURCHASE OF ADVERTISING TIME AND 
SPACE.—For each fiscal year, not less than 77 
percent of the amounts appropriated under this 
section shall be used for the purchase of adver-
tising time and space for the media campaign.