National Geographic

50% of the air we breathe comes from the ocean. We needed to create awareness of the fact that ocean health = human health
I am the Ocean.

National Geographic wanted to create a global rallying cry around ocean health issues. Most people didn’t consider the ocean a part of their everyday life; in 2010, 45% of Americans believed their daily behavior had no effect on the ocean. In general, the complexity of ocean health issues and the perception that the ocean is too big for individuals to make a difference, added to the challenge.

Our Role
Looking to distill the issue and make it relevant to people around the world, Green Team focused a simple yet powerful insight – ocean health is human health – which inspired us towards a creative concept that was at once personal and universal: I am the Ocean. We developed everything from video and print PSAs to a wine label, making sure that, throughout it all, the tonality balanced the extreme gravity of the issue with a sense of hope.

Results
2010 launched a 5-year, multi-sector, multi-national campaign that’s just getting started