Ocean Day 2021:

DOLPHINS FOR OCEANS

USA
SPAIN
ARGENTINA

Every year, 13 million tons of plastic enter the world’s seas. According to UN data, if the situation is not reversed, there will be more plastic than fish in the oceans within 50 years. Our mission was clear: we need to do more than raise awareness with an ad. This year we understood that we needed to take it a step further by involving everyone in actionable efforts for a cause that affects us all.

Challenge

Through our mission to allow users to actively collaborate, we faced a deeper challenge: a widespread passivity towards the true extent of the plastic problem. Even more so if we consider that half or more of the world’s population lives in coastal areas, and still, they can’t see the problem with their own eyes. Our challenge was to generate empathy— putting ourselves in the place of those most affected by this problem, for whom it is a matter of life or death.

Solution

We moved from messaging to action and commitment by creating an interactive filter on IG to get involved and put ourselves in the shoes of those most affected by the problem of plastics in the seas. This is how Dolphins for Oceans was born—an interactive filter that, for the first time, gave life, face and voice to dolphins, thanks to the thousands of people who participated in the action and amplified the reach of the cause launched for World Oceans Day.

Results

Once again, the results exceeded expectations. In a few hours, 40,000 people used the filter and interacted in a 100% organic way, achieving a total network reach of 8 million people worldwide, including users, artists, journalists, and specialized influencers who spontaneously gave a voice to the Dolphins. We moved from communication to action, and from action to commitment. The results allowed us to achieve a broader reach than recognized media and entities such as the UN profile, and mainstream media—all in a 100% organic and emphatic way.