As World Oceans Day and the Paris 2024 Olympic Games approach, the Fondation de la Mer is launching an awareness campaign provocative which aims to shake the public and incite them to action. This initiative, orchestrated by the agency THE PILL by CREAPILLS, uses striking punchlines and striking visuals to convey its message throughout France.
The objective: Raise awareness
The objective of this campaign is clear : use the great gathering of the Olympic Games as a platform to alert on environmental emergencies affecting the oceans. Slogans such as “There are world records that should never be broken” and “1 cm for a record is not enough, for the ocean it is too much” are designed to chock and encourage reflection on the impacts of human activities on the oceans.
A bold communication strategy
The campaign is disseminated via posters and press inserts, taking advantage of media coverage of the Games to maximize its impact. This strategy pro bono benefits from the support of the JCDecaux network for urban billboards and contributions from the media for advertising spaces.
The message carried by the slogans
Each campaign slogan is a cry of alarm:
- “In the water the atmosphere is already boiling” : a direct reference to ocean warming.
- “Sometimes, having the gold medal is shameful” : a critique of the glorification of human achievements to the detriment of the environment.
- “One long jump and three steps back” : a metaphor for the negative consequences of our victories over nature.
These powerful sentences are designed to provoke and push to action, emphasizing that the ecological emergency requires immediate and significant measures.
Visual and emotional impact
The campaign visuals, available on the Foundation website, play a crucial role. They are designed to complement punchlines with images that capture attention and reinforce the campaign message, making the urgency and importance of the cause tangible and undeniable.
Alexandre Iaschine, in the heart of the countryside
Alexandre Iaschine, general director of the Fondation de la Mer, explains that the ocean is our “common good” and our “future”, requiring a collective and individual commitment for its protection. His statement underlines the importance of the campaign, especially in a context where France, with the second largest maritime space in the world, plays a key role.
Regulatory role of the ocean
The ocean, covering more than 70% of the earth’s surface, is vital for the climate, biodiversity and our survival. It absorbs the majority of heat from greenhouse gases and regulates the climate on a global scale. The campaign highlights these essential functions, reinforcing the urgency of protecting this precious ecosystem.
Support and commitment of the sea foundation
The Fondation de la Mer actively supports research, the protection of marine biodiversity, and the fight against pollution. It is also committed to raising awareness and informing the public, consolidating its leadership role in marine conservation.
A call to action
The Sea Foundation campaign, deployed during the Olympic Games, is more than a series of advertising messages. It is a powerful call to recognize and act against the threats facing our oceans. It reminds us that “the important thing is no longer to participate… but to act”, a particular resonance in the context of the games, inviting everyone to take part in the protection of our planet.
