The Ocean Panel

The Ocean Panel, a group of 14 countries from Canada to Australia to Jamaica, was looking to set out a new global narrative for the ocean ahead of the UN Ocean Conference. The story centred on the 14 world leaders’ commitment to 100% sustainable management of the ocean under national jurisdiction. We developed the strategy for the Give It 100% campaign, including narrative and campaign identity. We also produced a bank of campaign content – including graphics, threads, GIFs and videos – which spoke to both the factual and emotional sides of the story. We provided advice on paid, influencer engagement, and delivered daily monitoring reports. The final campaign evaluation showed the online campaign generated over 6k social media mentions, 90k engagements and a reach of 111 million across at least 121 countries. Disciplines: Campaign strategy // Visual identity // Content // Monitoring // Evaluation