Responses by Nicolas Rajabaly, cofounder/chief creative officer, makemepulse
Background: International marine wildlife conservation organization Sea Shepherd launch no-fishing.net, a rallying cry to save marine wildlife from extinction by deadly fishing nets set into the ocean by the fishing industry and industrial fishing fleets, which catch unnecessary amounts of fish. If the ocean dies, we die.
Reasoning: The campaign consists of a shocking one-minute campaign film and prints playing on the renderings of a fishing net instead of ocean waves and denouncing overfishing, in addition to a one-minute promo film that was shared on social media.
For the digital part of the campaign, the main idea was to make it possible for users who wondered, “What can I do to help?” to take immediate action by going no-fishing.net and helping us free the ocean from fishing nets. The website presents the complete fleet of the various Sea Shepherd boats as well as its position in the world and the mission. A call to action allows users to quickly understand the impact of their donation and contribute to the capital and vital mission of this fleet.
Challenges: This is an extremely important subject, which ultimately concerns all of the inhabitants of our planet. It’s difficult to address such a large audience, which on top of that, is very often urged to tackle a number of different environmental causes. We tried to set ourselves apart by using immersive mechanics and microinteractions to captivate people in our experience for as long as possible, and try to make them aware of the gravity of the situation.
Favorite details: We are very proud of the second part of the experience. After clicking on the “take action” call to action button, users are taken to an interactive module that demonstrates, in an extremely interactive and pragmatic way, the impact of their donation.
Visual influences: We worked a lot on the Earth texture on the website to make something unusual and, at the same time, very real and almost raw. We wanted to make something that immerses the user into the digital experience to help them understand the gravity of the situation. We had the chance to work on “The New Warrior,” one of the greatest digital campaigns made by Greenpeace to raise money for its new boat. There is definitely a connection between those two campaigns.
Anything new: During our first meeting with Sea Shepherd, the organization explained the very grave current situation to us: There are 23 billion euros worth of wasted fish. 33 billion kg (about 72,752,546,521 pounds) of dead fish are thrown back into the sea. 17,475,839 km long (10,858,982 miles) of fishing nets are in the sea today. 21,487 dolphins were killed worldwide this year. 78,647 seabirds were trapped in fishing nets this year. Only 19 vaquita porpoises remain in the ocean. We all need to take action quickly.