The challenge

The purpose of this brand communication was to raise awareness about plastic pollution in South Africa and promote Plastic Free July at the Two Oceans Aquarium. Two Oceans Aquarium has become an iconic attraction for the City of Cape Town but also a world class marine education and conservation facility, that is well known both locally and internationally.The main purpose of the brand is to raise awareness about our oceans and environmental sustainability through showcasing the incredible marine life that inhabits them.

Plastic Pollution is one of the key sustainability issues that the aquarium focuses on, Plastic Free July being their largest event of the year with multiple sub-events, special educational tours and conferences which schools and international visitors attend (Two Oceans Aquarium, 2019).

Our solution

The concept of Plastic Free Sea was designed to encourage people to adopt a more proactive approach to preventing plastic pollution. The concept highlights the fact that if nothing is done, by 2050 there will be more plastic in the ocean than fish and that plastic pollution affects us all through the food chain (UN, 2019). Two Oceans will pose the question of whether this is natural or not to consumers in order to evoke an emotional response and encourage engagement with the campaign as well as an active change in behaviour. The hashtag serves as a public declaration or commitment for participants that will motivate them to change while also creating awareness for Plastic Free July, Two Ocean’s largest sustainability event / series of events for the year. In this way, the campaign objective is to break through the clutter and draw attention to the issue of plastic waste, educating viewers and promoting sustainable practices.