Hurtigruten has announced the launch of The Hurtigruten Foundation, a new organization that puts the line's environmental preservation efforts on Norway's West Coast and in Antarctica, Greenland, Spitsbergen and Iceland, under one roof.
The new organization will improve the line's focus on environmental initiatives and enhance awareness to protect polar areas, Hurtigruten said.
The Hurtigruten Foundation has also named its first ambassador – the ocean advocate, pioneer swimmer and environmental campaigner Lewis Pugh, who was appointed “Patron of the Oceans“ by the United Nations in 2013.
The focus of the foundation is to raise awareness of opportunities and challenges in the regions Hurtigruten visits in the Arctic, in Antarctica, and along the Norwegian coast, and raise funds to sustain these areas for generations to enjoy, Hurtigruten said.
Lewis Pugh has made spectacular swims all around the world, often in freezing cold water on the North Pole and in Antarctica, in just his Speedo, cap and googles - creating awareness about how important it is to safeguard the environment of these waters. By being one of the spearheads of the United Nations Environment Program, Lewis Pugh has won access to leaders all over the world. He was appointed as “Young Global Leader” by the World Economic Forum and his many strenuous pioneer swims have resulted in National Geographic appointing him as one of their “Adventurers of the Year”.
As ambassador, Lewis Pugh will be a part of selected Hurtigruten voyages, giving lectures and taking part in excursions. His first sailing will be with the MS Midnatsol to Antarctica early winter 2016.