Green Fins IYOR 2018 Campaign
2018 was the third International Year of the Reef (IYOR) launched by the International Coral Reef Initiative (ICRI). I developed, designed and implemented the Green Fins IYOR social media campaign, which main objective was to make sustainable diving practices the social norm by promoting pragmatic solutions to key local threats identified through Reef-World’s years of work with the dive industry; and encouraging key stakeholders in the production side of the diving industry, like equipment manufacturers, to take action to reduce the pressures on coral reefs.
The campaign focused on four Action Points:
Redefine the dive: promoting environmentally positive diver behaviour
Alternatives to anchoring: reducing anchor damage,
Do not feed the fish: reducing fish feeding and,
Healthy ocean, healthy business: promoting a circular economy within the diving industry
All the materials were based in scientific research. The campaign was created to go in depth in each point, to make the information accessible and easy to digest to a wider audience. We focused on the problem, but emphasized on the solutions available to them. Through the creation of this campaign we wanted to create more ocean literate divers, by sharing valuable knowledge that would help them understand the inextricable connection we have with these ecosystems and our responsibility for caring for the ocean.
The key results of the campaign, was a suite of videos, articles, social media posts and three infographics released for Action Points 1-3. As well as a boost in engagement in the social media platforms. Find all the campaign collateral in detail here.
