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Times are tough for our many-legged ocean-dwelling friends, Homarus americanus — the American lobster. But times are even tougher for our two-legged, dock-dwelling friends, Traphaulinus mainerus — the Maine lobsterman. Increased fuel and bait prices, decreased consumer demand in the wake of the sinking economy, and tougher regulations have meant that lobstermen from Cape Elizabeth to Castine have seen their income shrink.

But we’re Mainers, and we stick together to help our own — which is why some enterprising individuals around the state have come up with some new ways to market the beloved crustacean.

Lobster Celebrations (www.lobstercelebrations.com) is the brainchild of Cary Weston, co-founder of Bangor-based marketing and public relations firm Sutherland and Weston. A conversation with a friend from Washington County got him to thinking about ways individual people could help out the lobster industry. The idea of buying lobster for birthday parties, anniversaries or even Thanksgiving dinner seemed like a simple way that one person could make a difference.

“We’ve gotten a lot of feedback about the site,” said Weston. “And even if you don’t want to push aside other foods for holiday meals in favor of lobster, we offer recipes on the site that use lobster to complement turkey, or blueberries, or potatoes, or other Maine foods.”

Lobster Celebrations has instigated a minor Internet craze, with Facebook pages attracting multiple views, and the story being picked up nationally by CNN and Fox. Similarly to Weston’s idea, organizations such as the Southwest Harbor Chamber of Commerce have encouraged local restaurants and cafes to offer menu items featuring lobster for the month of October.

For Weston, who started Lobster Celebrations, the iconic sea creature is more than just a means of livelihood for coastal Mainers — it’s a source of Maine identity.

“I think people feel a real sense of pride and ownership, when it comes to Maine lobsters,” he said. “I think people are very proud of what the industry has meant to this state, and that we’re so associated with it.”

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