The World Surf League (WSL) expanded its strategy of teaming up with practical partners to help protect the oceans its surfers compete in with a new collaboration with ‘Glowing Glowing Gone’ in the form of a global campaign advocating for greater funding and action for coral reef conservation.
The campaign’s core approach is to highlight the global danger signalled by fluorescing corals and to drive home the WSL’s commitment to leave every place better than the organization found it – through its WSL PURE (protecting, understanding, and respecting the environment) non-profit arm.
The campaign primarily sets out to raise awareness of the current coral reef crisis and offers practical solutions such as taking action in French Polynesia to support local projects to restore these habitats and supporting Coral Gardeners (a youth-led, non-profit committed to restoring coral reefs in Tahiti).
A customized range of ‘glowing’ coral colours was created by campaign partners Adobe and Pantone from imagery taken by The Ocean Agency in New Caledonia.
The three core campaign colours – Glowing Yellow, Glowing Blue, and Glowing Purple – have been incorporated into all event branding, including the competition jerseys.
The campaign was spearheaded by a global video rolling out across all of its online channels,
The on-the-ground phase of the initiative was spearheaded by a takeover of the WSL Tahiti Pro Teahupo’o presented by Hurley surf event – with property branding assets all incorporating the colours of fluorescing corals.
Plus, the Tahiti hosted event’s carbon footprint – from air travel to food and drink – was offset.
While WSL also ran a series of local campaign-related events and initiatives including an OOH billboard in New York City.
Comment:
This was a true team effort with input not only from WSL and WSL PURE, but also from Coral Gardeners, The Ocean Agency, UN Environment Agency, Adobe and Pantome.
The creative was developed in harness with The Ocean Agency: a non-profit that uses the combination of creativity, technology and powerful partnerships to raise the awareness and support necessary for ocean conservation and to help fast-track action.
This initiative follows on from and dovetails with the WSL’s recent ‘Stop Trashing Waves’ initiative in partnership with the Surfrider Foundation launched earlier in the summer of 2019 (see case study).
Links:
World Surf League
http://www.worldsurfleague.com/
https://www.instagram.com/wsl/
Adobe
https://www.facebook.com/adobe
https://www.linkedin.com/company/adobe
https://www.instagram.com/adobe/
Pantone
https://www.facebook.com/PantoneColor
https://www.pinterest.com/pantonecolor/
https://www.instagram.com/pantone
https://www.linkedin.com/company/pantone/
Coral Gardeners
https://www.coralgardeners.org/
The Ocean Agency
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