Sufrider Foundation Campaign (Headlines)

by Vedha Vania (0335642)

(Source: Surfrider)

Opinion

This is a campaign produced by Surfrider Foundation, a non-profit environmental organization that focuses on preserving the world's beaches, waves, and oceans. It is one of their series of 'Rise Above Plastic' movements. I found it interesting enough as an environment-themed ad. Giving real-life examples that not many people may be aware of, delivering the knowledge in a creative way, to make them stay awake on the issues happening around.

Copy Strategy

The visual, headline, and body copy were arranged well in terms of their hierarchy. They used the visual as their main attraction towards the ad, as it is showing something familiar yet something is different or odd at the same time; 'sushi made of plastics'. This then will make the audience wonder what the message behind the visual is and direct them to the headline and body copy. Aside from giving new environmental knowledge, the headline itself uses an emotional approach, making the audience think and reflect back to themselves. Thinking how anything bad that was thrown to the ocean can somehow find a way back to humans. This campaign basically aims for a change, whether in the audience's perspective and attitude of living together in nature.

Reimagined copy

Headline: You'll take back what you give.

Body Copy: 12,000 tons of plastic were ingested by the fishes of the west coast in a year. The sushi you ate may contain the plastic you threw last year.

Call to Action: Throw your help instead. www.surfrider.org

Reference

New Rise Above Plastics Print PSA's from Pollinate. (n.d.). Retrieved September 18, 2020, from https://www.surfrider.org/coastal-blog/entry/new-rise-above-plastics-print-psas-from-pollinate