# Surfer Graveyard Ads Increase Water Awareness with the Protect Our Waves Campaign By Romina S. Cortellucci | Published 2012-08-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/protect-our-waves-campaign References: [itsnicethat](http://www.itsnicethat.com/articles/spencer-murphy-protect-our-waves) & [spencermurphy](http://www.spencermurphy.co.uk/) The Protect Our Waves campaign shows the grave consequences that may happen to surfing. The moving series was shot by London-based photographer Spencer Murphy who was commissioned by the charity Surfers Against Sewage. Murphy was able to channel such a strong message due to his own heartfelt connection to the cause because of his cherished love of surfing. By spreading awareness about the increasing threat posed to United Kingdom’s loved surf spots, the campaign hopes to obtain 100,000 signatures for the petition. Surfers are losing their locations for multiple reasons, including [coastal developments, pollution, erosion](https://www.trendhunter.com/trends/worlds-largest-ocean-dispute) and restricted access. These photographs come as a surprise because surfing is often portrayed as a [carefree and jovial sport](https://www.trendhunter.com/trends/reconnect-with-nature), yet this contrast shows just how serious the Protect Our Waves campaign is. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 47% | Activity: 19% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What's Driving This Trend - **Increasing Awareness:** Disruptive innovation opportunity: Develop innovative ways to increase awareness about environmental threats to popular outdoor activities. - **Campaign Phototography:** Disruptive innovation opportunity: Create impactful visual content for campaigns that evoke strong emotions and drive social change. - **Petition-driven Initiatives:** Disruptive innovation opportunity: Leverage online platforms and digital tools to crowdsource support for petitions and create meaningful impact. ### Who This Affects Most - **Environmental Advocacy:** Disruptive innovation opportunity: Innovate solutions and strategies to combat environmental threats and protect natural resources. - **Outdoor Recreation:** Disruptive innovation opportunity: Develop sustainable and eco-friendly alternatives to traditional outdoor recreational activities to minimize their environmental impact. - **Social Activism:** Disruptive innovation opportunity: Utilize technology and social media to mobilize and amplify social activism campaigns for positive change. ## Related on Trend Hunter - [Pollution-Removing Murals](https://www.trendhunter.com/trends/this-campaign-sucks.md) - [Cheeky Swimmer Spirit Campaigns](https://www.trendhunter.com/trends/tom-daley-and-malibu.md) - [Ocean Purity Petitons](https://www.trendhunter.com/trends/the-dirty-protest.md) - [Creative Sun Safety Installations](https://www.trendhunter.com/trends/sun-safety-installation.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [Winter Alcohol-Safety Initiatives](https://www.trendhunter.com/trends/winter-water-safety.md) - [Gargantuan Digital Lifeguards](https://www.trendhunter.com/trends/public-safety-initiative.md) - [Ocean-Themed Fundraisers](https://www.trendhunter.com/trends/teamseas.md) - [Art-Promoting Campaigns](https://www.trendhunter.com/trends/beige-billboards.md)