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National Geographic

Situation

National Geographic wanted to develop a five-year, multi-sector, global campaign to create awareness of ocean health issues. The campaign had to be inclusive enough to accommodate other NGOs, the fishing industry, other industry, government and consumers.

Insight

While people care about the ocean (47% of Awakening Consumers have donated to an ocean-related non-profit*), most don’t feel a personal connection to it, and don’t realize that the ocean is in crisis.

Solution

We created a multi-media campaign that creates an emotional connection with the ocean, while addressing the ocean health crisis, “I Am The Ocean.” The campaign is flexible enough to incorporate all stakeholders, and by not incorporating National Geographic branding, allows other NGOs to participate.

Endorsement by government officials in France, Monaco, Costa Rica and more. Participation by 12 top NGOs.