Green Party – Cemetery

Navigation: « Latet – Empty Tables :: Microsoft – Media Center » Category: Media, Public Interest Agency: Shimoni Finkelstein Draftfcb Released: June 2009
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Rating: 5.0/10 (4 votes cast)

Insights, Strategy and the Idea:
The Red Sea Coral Reef is being killed at an alarming rate – 70% is dead. The Green Party wanted to make the general public, especially reef tourists, aware of the alarming rate of destruction and the urgency of conservation. Our insight is that many people fail to believe that so much of the coral is dead.

Creative Execution:
Our strategy was to communicate to people at the actual time and place where the coral had died in order to create awareness of the destruction and their role in its fate. We created an environmental installation of a “coral cemetery” consisting of 75 floating graves on the site of the Northern Red Sea beach. The graves carried the names of coral reefs that had died. The installation was created during the heavy tourist season targeting the short-term tourists who create the damage.

Results and Effectiveness:
By sign-posting the places where the coral had died we influenced reef visitors to take action and protect the areas where the coral was still living. The story also reached the wider public and was featured on national cable and terrestrial TV news (HOT, Channel 1) and the local press. By gaining extensive “free” media coverage, we succeeded in amplifying our message and putting the Reef’s fate back on the nation’s agenda.

The coral cemetery - Click to enlarge

The coral cemetery - Click to enlarge

awards
Cannes Lions 2009: Media Bronze


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