Surfrider Foundation Ad Campaign Rallies 5-Year Plan

Surfrider Foundation, a national nonprofit, launched a campaign to rally 1 million friends of the ocean to fight plastic and water pollution, climate change and threats to the ocean and coasts.

Like many other people, Eddie Anaya, Surfrider Foundation senior director of marketing and communications, thinks of the ocean as a precious resource that has been abused by humans. “Now more than ever the ocean needs more friends to help us urge decision-makers to enact meaningful ocean conservation policies,” he said.

At least 5.25 trillion plastic particles are floating at sea. The continued release of greenhouse gas emissions is causing the ocean to become more acidic, altering marine ecosystems across the planet and causing seas to rise by an estimated 10-12 inches on average in the next 30 years.

Plastics produced globally in 2015 emitted greenhouse gas emissions equivalent to 1.8 gigatons of carbon dioxide, impacting marine ecosystems, human health and further exacerbating climate impacts.

Surfrider Foundation partnered with global creative agency 72andSunny to create the brand campaign ‘Ocean Needs More Friends,’ to a worldwide audience. It highlights Surfrider’s ambitious 5-year strategic plan to defend and protect the ocean and coasts for all people in response to worsening climate events and damaging effects to our coastlines. The campaign launched on May 23 and will run indefinitely.

The campaign is anchored on a brand anthem film featuring the iconic White Stripe song ‘We're Going To Be Friends’ and notes supporters of the cause, including musician Eddie Vedder from Pearl Jam; world champion surfer Carissa Moore; rapper, singer and actor Jaden Smith; professional surfer, journalist and marine conservation scientist Cliff Kapono; and actress and singer Mia Maestro.

From social media to out-of-home media running in select locations across the U.S., the campaign will convey the concept that the ocean needs more friends to stay healthy and thriving. To show support, the foundation is asking the public to sign on to Surfrider’s pledge and become a friend of the ocean.

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