Category: Best Use of Social Media Marketing
Advertiser: SURFRIDER FOUNDATION EUROPE
Product/Service: OCEAN INITIATIVES 2012
Agency: Y&R PARIS
Creative Director: Jorge Carreno (Y&R Paris)
Creative Director: Robin De Lestrade (Y&R Paris)
Copy Writer: Julien Bredontiot (Y&R Paris)
Art Director: Laurie Lacourt (Y&R Paris)
Ad Assistant: Arnaud Marullaz (Y&R Paris)
Production: Joris Dykstra (Wunderman)
Account Supervisor: Clement Chovin (Y&R Paris)
Account Supervisor: Aure Tessandier (Y&R Paris)
Account Supervisor: Sandrine Delabre (Y&R Paris)
Coordinator: Brigitte Trezeguet (Y&R Paris)
Executive Director: Stephane Latxague (Surfrider Foundation Europe)
Advertser Manager: Johanna Borentein (Surfrider Foundation Europe)
Advertiser Manager: Remi Touja (Surfrider Foundation Europe)
Charge Of Communication: Gabriel Gelin (Surfrider Foundation Europe)
Media placement: DIGITAL MEDIA - FACEBOOK - 02 MARCH 2012
Insights, Strategy & the Idea
The Surfrider Foundation is a grassroots nonprofit environmental organisation dedicated to the protection of oceans, waves and beaches through an activist network.
Every second, 206kg of waste is dumped into our oceans. To fight against marine litter, we must prevent it from ending its life cycle in our oceans.
Surfrider Cleanup Days pursue this goal every year for 17 years, by raising individual and collective awareness.
But how do we keep media and people attention after 17 years of existence?
We have focused on a new and innovative way to engage with people by using:
- A place that is now part of our daily life…
- An intimate space in which people hardly tolerate any “pollution".
- A powerful network used by more than 800 000 000 people in the world!
- And - last but not least for a NGO - a free media FACEBOOK!
What if our Facebook wall was polluted the same way than the Oceans are?
Creative Execution
We have polluted people’s Facebook walls and encouraged them to do the same!
And by doing that, we have totally renew the traditional Surfrider Foundation’s media approach!
We have designed a Facebook app that let web users choose a piece of waste among six and pollute the wall of their friends.
When they click on it, it displays this message: “You neither asked to receive this waste? Neither did the sea. Raise your friends’ awareness about the upcoming beach, lake and river Cleanup Days, by posting waste on their wall”.
And the spread goes on by simply sharing waste photos.
Launched on March 2012, the application has been first hosted on the Surfrider Foundation Europe home page to encourage internet users to post the waste they chose on their Facebook friends’ walls.
In addition, we have also polluted friends, journalists and influencers from The Surfrider Foundation’s acquaintances.
Results and Effectiveness
530 'likes'.
2 500 shared pieces of waste on Facebook.
3 000 m3 of waste cleaned.
36 000 volunteers.
Media cover: +40% vs 2011.
This activation has clearly helped boost media coverage around the Cleanup Days.