THE HEROES BENEATH

We inspired the nation to learn about, fall in love with and force the government to protect the heroes beneath our seas and oceans

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.

The brief:

Creative campaign planning

Creative direction

Media strategy

Social media posting strategy

Publicity

MP advocacy

Services provided:

Content creation

Paid media planning

AR filter development

Brand partnerships

Experiential

Digital build

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.

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:

The Response:

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.

Dating app partnerships

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

Bringing people closer to oceans

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

Consumer research

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

Creating more ways to engage and share

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.