The goal of this project is to encourage homeowners to remove hard shore armor, and where feasible or necessary, replace with soft shore protection where erosion control is needed to protect houses through education & behavior change. Social marketing and financial incentives (i.e. free site visits from experts, and grants for cost share, design, permitting, etc) are offered to implement armor removal and possibly install soft shore protection. This project was initially funded with State grant funding and run by Island County DNR, in coordination with a grant-funded program run by the Northwest Straits Foundation. Since September 2019, Shore Friendly has been funded with NEP funds as a Near Term Action. WDFW is the program lead and supports satellite programs. The Shore Friendly program in Island County is now run by Northwest Straits Foundation and is applicable to private property only. Island County DNR is collaborating.