Send a Lei to Raise Money for The Ocean Project

Maui Jim, the leader in the development of polarized sunglasses, plans to spread some virtual "aloha spirit" around the world with a new promotion, "Send a Lei," that raises money for The Ocean Project, the world's most extensive network of zoos, aquariums, museums focused on ocean education and conservation.

Visitors to the company's Facebook page through 2011 will have the opportunity to send a virtual Hawaiian Lei to their friends, along with some good vibes and well wishes. There are three Leis from which they can choose that all stand for a particular greeting. The company will track the number of Leis sent worldwide, filling up the online "Aloha-o-Meter." Each time the meter fills to the top, the company will donate $10,000 to the The Ocean Project and reset the meter.

"Leis are given as a traditional Hawaiian greeting," said Linda Glassel, vice president of marketing at Maui Jim. "The fact that Maui Jim is so connected to the ocean, we thought it was the perfect time to kick off an initiative that raises awareness about marine conservation while spreading some aloha spirit around the world."

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