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Meet Joanna Ruxton, Plastic Free Pioneer

Meet Joanna Ruxton, Plastic Free Pioneer
14 Sep 2026

Tell us about yourself and your connection to Aurora Expeditions

I am a passionate ocean campaigner, having launched the first marine programme for WWF in Hong Kong and played a key role in establishing the region’s first Marine Protected Areas. I previously worked as a Producer at the BBC’s Natural History Unit, specialising in underwater wildlife documentaries and leadia plang their dive team. 

I left the BBC to produce my documentary A Plastic Ocean and went on to found the UK‑registered NGO Ocean Generation to continue its legacy. 

I was introduced to Aurora through Ocean Geographic’s Michael Aw and was deeply honoured to be named one of their Female Ocean Conservationists aboard the expedition ship Sylvia Earle, with a deck named after each of us—an experience that still makes me pinch myself. 

Do you remember your very first voyage or moment with Aurora?

I sailed on the inaugural voyage with Dr. Sylvia Earle on board, we went to Antarctica as part of the Ace Expedition. During that trip, we had a naming ceremony where instead of smashing a champagne bottle on her bow, Sylvia used ice from a very ancient berg. (We drank the champagne!) 

What’s a moment with Aurora that has stayed with you?

Being a part of that first voyage and witnessing Sylvia name that beautiful ship – what an absolute privilege. 

When did you feel most proud to be part of this journey?

Seeing my name on the deck was utterly surreal. My post‑BBC journey had been long and convoluted, and this recognition was something I could never have imagined. Being a guest speaker on Aurora Expeditions is equally special—sharing my passion for the ocean while surrounded by extraordinary wildlife and people who are just as enthusiastic as I am, out on the water, is an experience that’s hard to beat. 

What makes Aurora different, in your eyes?

This is a company, that exudes sustainability, not box-ticking, real engagement and demonstration of how an expedition can tip-toe into fragile ecosystems barely leaving a toe-print. It does this with a group of professionals and experts guiding and educating their guests in the most entertaining ways so that they too become environmental ambassadors in their own circles when their journey ends. I believe it is the only B-Corp expedition company and it has definitely earned that certification. 

Who or what has had the biggest impact on your Aurora journey?

Everything I have written above plus the personal welcome, the way everyone learns your name so fast. 

What is it about the people at Aurora that makes it special?

They make you feel like you have made their day just by being there. They are professional, knowledgeable, fun and a joy to spend time with. 

Our planet sits at a critical pinnacle where negative actions can push it further into environmental chaos but we have all the science and information to restore and rewild it right now.
- Jo Ruxton

Why do you think responsible travel matters now more than ever?

Our planet sits at a critical pinnacle where negative actions can push it further into environmental chaos but we have all the science and information to restore and rewild it right now. Aurora Expeditions is a beacon to other travel/expeditions companies demonstrating how it is possible to enjoy nature’s treasures without harming them. They work alongside the motto ‘take only memories, leave only footprints'. It works. 

What role do you believe Aurora plays in protecting the places we visit?

The lectures and guided walks, paddles, zodiac trips all contribute to fully education the guests in the best way. This knowledge is something all can share and every outing underlines the need for gentle treatment of these special habitats. 

What do you hope Aurora continues to stand for in the next 35 years?

Continues to demonstrate how these expeditions must be carried out, and continues to influence other companies to operate in the same way because f they can, these special places with thrive and grow. 

In one sentence: what does Aurora mean to you?

Aurora has given me hope for a future where people engage with wildlife in ways that inspire them to protect it, and the places they encounter it – my happy place is being onboard.