Our blue lung
Client: Seas at Risk
Product: Communication campaign
Seas at Risk, an NGO working on oceans conservation, reached out to produce a website and a logo to underline the urgent need in implementing marine protection. The focus is to push the government of the European Union to respect their engagements taken in the context of the Marine directive for 2020.
Rather than producing a logo, we proposed that the client create a small scale 360 campaign, with the creation of creative visuals for social media aiming to attract viewers on the campaign website where more substantive information will be offered. This campaign was relying on the support of members to disseminate it, so we organize a brainstorming session to understand their challenges.
At the kick-off of the brainstorming session, we got two key insights.
First, the ocean is the second lung of the planet. While we generally consider the rain Forest as the main oxygen producer, 50% of the oxygen actually comes from the Ocean.
Second: our small habits, such as ordering sushis, or buying a t-shirt produced across the sea deeply harms the ocean.
It resonated in our minds, and we knew we had to make something out of this. This is why we thought of hacking the tobacco prevention banner to transpose it on everyday consumption products.
We developed a set of visuals (5 posters) to be displayed in different countries and aiming at teasing the viewers. We hacked the visual style of ads to illustrate 5 big issues we do not necessarily link to the destruction of oceans.
- Having a plastic bottle - Plastic
- Eating sushis - Overfishing
- Eating a big steak - Soil pollution
- Going on a cruise – Noise
- Washing our clothes - Chemicals
A website was designed to introduce anyone to the campaign and act as a repository of the different resources at the disposal of the members. A page with all the campaigns led by the members was designed, as well as a social media wall. Depending on the needs, the website either asks users to sign to the newsletter (and build a database of potential activists), or to send a tweet targeting MEPs during an important vote in the European Parliament.
Finally, we produced a communication toolkit purposely for the members and to help them easily join the movement and disseminate the campaign!