START A MOVEMENT FOR OCEAN RECOVERY
- Topics
- Behaviour Change
- Biodiversity
- Climate Action
- Services
- Creative campaigns
- Visual identity
- Communications strategy
- Sustainability positioning, narrative and messaging
We built a behaviour change campaign with WWF and Sky to turn thousands of people into heroes for the ocean
Challenge
In the race to tackle the climate and nature emergency, the ocean is one of our best solutions and our greatest hopes. In the UK, coastal systems are an economic lifeline, a home to British wildlife, a place for discovery and adventure and an unsung hero in climate recovery.
But UK seas were being forgotten and becoming fragile. WWF and Sky needed a galvanising campaign that would reach beyond the usual suspects and encourage everyone, no matter who they are, to take action to protect the ocean and help drive policy change for ocean recovery.
Solution
How could we turn the British public into Ocean Heroes? A one-size-fits-all approach wouldn’t work. So instead, we tapped into people’s unique interests and abilities. We invited Britons to ‘discover their hidden ocean super power’.
Underpinned by Values Modes, the psychographic segmentation, we developed a campaign that tapped into people’s values and motivations. We designed an engaging quiz that revealed which Ocean Hero team the public would become part of. We then developed bespoke user journeys for each type of ocean hero, serving relevant behavioural asks that tapped into personal drivers and motivations.
Impact
Through the campaign, WWF and Sky recruited 270,000 Ocean Heroes with a total launch reach of 27.8 million impressions. Plus, 211,000 people signed a petition calling on the UK government to implement ocean recovery policy change, with 22 MPs signing up as Ocean Heroes themselves.
