Team Sky is using its profile at the biggest cycling event of the season to raise awareness of the problems of plastic pollution and the dire health of the ocean to millions of people across Europe through its partnership with Sky Ocean Rescue.
Part of Team Sky’s umbrella ‘Race to 2020’ campaign, the integrated initiative sees the team pledge to #PassOnPlastic: a project inspired by owner Sky’s commitment to eliminate all single-use plastic from its operations, products and supply chain by 2020.
And the team is also working with its partners to bar such waste from its products and supply chain by the same date.
Team Sky is also encouragings fans to change their behaviour towards single-use plastics by offering tips to help them to avoid plastic packaging while enjoying the sport at home or out on their own bike.
The team aims to raise awareness of this issue and inspire people both in the cycling space and beyond to make simple, everyday changes to stop oceans drowning in plastic.
At the heart of this integrated campaign is a new kit, developed with equipment partner Castelli, designed to ensure Team Sky stands out in the peloton with the project cause name on the front and with orcas swimming up the back of the jersey.
Led by 33-year-old Chris Froome, the team will wear the specially branded tops to help raise awareness of the cause during the 21-stage race which runs from 7 July to 29 July.
The riders wore a bespoke version jersey, exclusively developed from recycled ocean plastic material, at Le Tour De France’s pre-race team presentation.
In addition to the new kits and a digital hub for the campaign at https://skyoceanrescue.com/, the partnership is promoted through a campaign that stretches from the race roadside to the brand’s social media channels linked by the campaign’s #PassOnPlastic hashtag and the @SkyOceanRescue hashtag too.
The campaign debuted with a core kit launch spot,
supported by an eco quiz video starring some of the team’s riders,
plus kit and rider imagery amplified on channels such as Instagram (including using relevant ocean pun copy),
Great to see "the pod" riding together on stage one @SkyOceanRescue #TDF2018 pic.twitter.com/DVmE8vIqKk
— Team Sky (@TeamSky) July 7, 2018
The podpic.twitter.com/6YBDoySPyA
— Luke Rowe (@LukeRowe1990) July 6, 2018
There is also messaging on the team’s auto partner Ford’s support fleet including the team bus,
vans,
A one-off Tourneo Custom has joined the @TeamSky support crew.
Kitted out with a kitchenette and fridge, as well as reclining seats, power outlets and gel blankets that help riders to cool down. #TDF2018 #GoTeamSky ^RW pic.twitter.com/NkaeT5HtXl— Ford Europe (@FordEu) July 9, 2018
and cars.
Plus a set of Team Sky products ranging from tee-shirts
TEAM SKY STORE: The Sky Ocean Rescue kids fan t-shirt is on sale now in different sizes for the little cyclist in your life
> https://t.co/fExSldPqxR pic.twitter.com/9rsY2miFOG
— Team Sky (@TeamSky) July 7, 2018
and bidons,
plus a bidon giveaway strand,
We’ve made our @SkyOceanRescue commitment, now we need YOUR help at #TDF2018!
Simply redeem the code on our limited edition bidons for a chance to win amazing prizes and make your own #PassOnPlastic pledge.
Find out more > https://t.co/qNQWLwrZ15 pic.twitter.com/BDoPtd9kyf
— Team Sky (@TeamSky) July 4, 2018
and a social media fan bidon contest too.
We’ve made our @SkyOceanRescue commitment, now we need YOUR help at #TDF2018!
Simply redeem the code on our limited edition bidons for a chance to win amazing prizes and make your own #PassOnPlastic pledge.
Find out more > https://t.co/qNQWLwrZ15 pic.twitter.com/BDoPtd9kyf
— Team Sky (@TeamSky) July 4, 2018
Froome, who this year became the first Briton to win all three grand tour events, who commented: “It’s great that the team are getting behind such an important issue – one that is having a huge impact in the world we live in today.
“The special edition kit is fantastic and will really help to raise awareness at the Tour de France. “But it’s important that the legacy continues after that, as we look to build on the amazing work Sky have done so far with their Sky Ocean Rescue campaign with our own Race to 2020 commitment.”
Castelli brand manager Steven Smith explained: “The Sky Ocean Rescue project has been an impetus for us to find new ways to reduce our use of single-use plastic and to look at our sustainability in new ways.”
“We’re testing new packaging with the Team Sky Tour de France kits that will make its way into our collection and potentially save four million polybags per year. We hope that the daily reminder during July will help other companies re-think what they can do to reduce their impact,” Smith added.
Sir Dave Brailsford, team principal at Team Sky, added: “Sky Ocean Rescue has been at the forefront of a global campaign on single-use plastics over the last year – and it is making a real difference. We are proud to join this important fight to change behaviour and help save our oceans.
“Like all parts of society, cycling must do more to reduce its reliance on single-use plastic at every level. The nature of our sport means we have a special responsibility to the environment and at Team Sky we want to take a lead.
“At the upcoming Tour de France, the Team will be wearing a striking new kit design to highlight the issue to a global audience of millions. We want to encourage people across the world to think about their own use of plastic and make changes in their everyday life. We are all in a position where we can make a difference.”
Comment:
Team Sky’s Tour De France campaign dovetails with lead sponsor and parent company Sky’s own Sky Ocean Rescue project launched in January 2018.
The media, communications and entertainment giant’s initiative was initially led by Sky News and aim to educate and inspire people to change their behaviour to help protect our oceans and dramatically reduce the amount of plastic waste produced every day that end up in them.
The project spans education strands, documentaries, research and influencer support, as well as dramatic reductions of the company’s own single-use plastics (from water bottles and straws to micro beads in cleaning products).
Jeremy Darroch, Chief Executive of Sky, commented: “At Sky we want to make a difference to issues that really matter, particularly for our customers. We have, I believe, a strong history in using our voice to make an impact when it comes to environmental issues. The health of our oceans is in a dire state and we ignore it at our peril, so we are asking all our customers around Europe to help us to bring ocean health to the fore. We will put the full weight of Sky behind the campaign and I firmly believe together we can make a meaningful difference.”
Sky Ocean Rescue launched off the back of the company’s six-year partnership with WWF and the successful campaign, Sky Rainforest Rescue which increased 7.3 million people’s understanding of deforestation and also involved team Sky too.
For further details of Team Sky’s 2012 Tour ‘Rainforest Rescue’ campaign see our case study.
The campaign might just help Team Sky’s image too.
After all, its image has been under attack in recent years both due to its financial advantages, dominant success and drugs issues.
Raising awareness of the problems of plastics in oceans is a popular sports activation approach at present.
Other sports campaigns in the same space include the ongoing multi-pronged Adidas/Parley project: which includes ‘Run For The Oceans (see case study) and ‘Cliff Dive’ (see case study) and its tie-ups with major football clubs (see case study).
Links:
Sky Ocean Rescue
Team Sky
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