OVERFISHING
Campaign for the Greater Good
develop a campaign for a social cause that drives compassion and awareness
THE REALITY: The world’s fisheries are exploited, and the oceans can no longer keep up. If we do not change how we harvest seafood, our ocean system will collapse.
THE CHALLENGE: We need people to take action, but for 70% of Americans, overfishing is an abstract problem, and they are not motivated to act.
THE SOLUTION: Create a campaign that drives awareness and inspires people to take action to end overfishing.
Cliff Notes
THERE ARE NO LONGER “PLENTY OF FISH IN THE SEA”
Driven by profits and enabled by technology, boats today can catch more fish than ever before.
The truth is…
FISHING HAS BECOME HUNTING.
but unlike hunting on land,
THE FISHING INDUSTRY KNOWS NO HUNTING SEASON.
THERE IS HOPE
Overfishing is unnecessary, avoidable and entirely reversible.
The answer of how to end overfishing can be found in some simple truths…
Fish Facts:
IT IS HARD TO MAKE PEOPLE CARE.
People start to care once:
they see the impact of not caring
they understand how they can help
Human Truths:
WE AVOID THINGS THAT MAKE US SAD.
People are really good at avoiding things that make them feel bad.
Focusing on positivity & optimism will generate more engagement & action.
make people aware of the impacts of overfishing
shows them how they can help solve the problem
leave people inspired and optimistic
THE STRATEGY
THE CAMPAIGN
THE GOALS
EDUCATE
make the general public aware of the realities of overfishing, how they can make a difference, and motivate them to take action
MAKE WAVES
have our calls to action result in disrupting the currently accepted norms of the fishing industry
TURN THE TIDE
work with policymakers to develop new standards for commercial fishing that improves our oceans and the lives of fishermen
DockTheBoat.NET
To get the public involved and invested, we will take away something they love…
X
We will partner with Discover for a Shark Week takeover during the 35th anniversary of Shark Week, a program that reached 35M viewers in 2022.
The public will not know about the takeover until they tune in to watch with favorite shark programming only to realize it is Dock the Boat content being shown instead.
All Shark Week programming will direct viewers to DockTheBoat.NET where they can learn more and take action.
Expected Programing
Actual Programing
Rossie Hutcheson - Creative Brand Manager
Hannah Jackson - Creative Brand Manager
Jo Rozycki - Strategist
Nate Villaire - Experience Designer
Will Vogelsang - Art Direction
Mark McColey - Copy Writer
The Team
My Role
Primary & Secondary Research
Strategic Development
Deck Flow + Presentation