WE INSPIRED THE NATION TO LEARN ABOUT, FALL IN LOVE WITH AND FORCE THE GOVERNMENT TO PROTECT THE HEROES BENEATH OUR SEAS AND OCEANS

The Heroes Beneath
for WWF and Sky Zero

  • 5

    new highly protected marine areas

  • 192

    pieces of coverage

  • 25

    new MP advocates

  • 211k

    petition signatories

Create a fun, integrated campaign to highlight the ocean’s important role in the fight against climate change, demonstrating to government policymakers that the British public has an overwhelming and rapidly increasing desire to see oceans restored to health, ahead of World Ocean Day. 

When we think of amazing oceans and incredible sea creatures, we imagine far-off exotic waters - not the UK. Yet our seas and coastlines are teeming with incredible wildlife - from leatherback turtles and seahorses to basking sharks and orcas.

Services
provided:

Creative campaign planning

Creative direction

Media strategy

Social media posting strategy

Publicity

MP advocacy

Content creation

Paid media planning

AR filter development

Brand partnerships

Experiential

Digital build

The Response:

Our strategy was to shine a light on these incredible creatures and habitats to create an emotional connection to our target audience, so that they would commit to direct action in the fight to protect them. We did this by deploying tactics across multiple disciplines:

  • We played matchmaker by partnering with Tinder and Match.com, using ‘dating’ profiles to showcase UK marine to the public and encourage daters to ‘fall in love’ with them.

  • Brought our strategy to life by showing people how many amazing marine animals lived near them in varied habitats, with a fun and educational interactive digital map

  • Investigated what people know about our oceans (it turns out not a lot). Findings were packaged and issued to news media

  • Instagram filters enabled social fans to become their favourite marine species - included call to action to protect UK oceans

  • Took a taste of the seaside to Westminster where the world’s first zero-emissions ice cream van gave ice cream to MPs and briefed on the urgent need for action.

    The activation provided an impactful picture moment, where ambassador Steve Backshall and WWF’s Kate Norgrove handed the petition to government minister Rebecca Pow.