The Surfrider Foundation ad campaign is a simple but important one. It shows that although the ocean can be a dangerous place for reasons out of one's control, there are manmade factors to take into account as well. In this case, the Surfrider Foundation ad campaign focuses on litter -- specifically trash in the form of smoked cigarettes.
Conceived and executed by the Young and Rubicam ad agency branch based in Paris, France, the Surfrider Foundation ad campaign illustrates the death of such sea creatures as turtles, fish and seagulls on used cigarettes. It reads, "Throwing kills. Each filter on the ground pollutes 500L of seawater." This is not a well-known fact, especially since many people are warned about the dangers of smoking when it comes to human lives, not animals.
What Makes This Trend Stand Out
- Outdoor Advertising Campaigns
- Disruptive innovation opportunity: Creating impactful and thought-provoking ad campaigns that raise awareness about environmental issues.
- Environmental Advocacy
- Disruptive innovation opportunity: Developing campaigns that highlight lesser-known environmental impacts and encourage behavioral change.
- Public Health Communication
- Disruptive innovation opportunity: Involving public health messaging to address the detrimental effects of littered cigarettes on marine life.
Sectors Adopting This
- Advertising
- Disruptive innovation opportunity: The advertising industry can pioneer new creative approaches to address environmental concerns and social responsibility.
- Non-profit Organizations
- Disruptive innovation opportunity: Non-profit organizations focusing on the environment can leverage powerful visuals and messaging to drive impactful campaigns.
- Tobacco Industry
- Disruptive innovation opportunity: Tobacco companies can embrace sustainability and develop innovative solutions, such as biodegradable cigarette filters.
