The world’s fisheries are exploited, and the oceans can no longer keep up. If we do not change how we harvest seafood, our ocean system will collapse.
For 70% of Americans, overfishing is an abstract problem, and they are not motivated to act. Unlike hunting on land, the fishing industry knows no hunting season.
Use positivity and optimism to help Americans understand the impact of overfishing and encourage them to take action.
• More than 55% of the ocean surface is covered by industrial fishing boats
• 80% of the world’s fisheries are either fully exploited or over exploited, depleted or in a state of collapse
• 90% of large fish have been removed from the ocean
• 50% decline in fish populations over the last 40 years
• Fish reproduce relatively quickly, and marine life could replenish itself if only we gave it time to do so
• If fishing hours were cut by 20%, the amount of fish we could source sustainably would increase by 70% by 2030
All activations will lead people to the Dock the Boat website. The site is where people can learn more about the organization and find actions to take globally or locally.
How do we get people's attention? By taking away something we take all for granted: Shark Week. Dock the Boat will be taking over Shark Week's 35th anniversary. The partnership is a way to educate millions of viewers on the harmful effects of overfishing. Shark Week became the longest-running cable television programming event in history... 12 years ago. It's a cultural phenomenon- 31.1M people tuned in to the programming in 2022.
The public will not know about the takeover until they tune in to watch with favorite shark programming only to realize it is Dock the Boat content being shown instead. All Shark Week programming will direct viewers to docktheboat.net where they can learn more and take action.
After the big shock of a Sharkless Shark week, we’ll have people’s attention. To capitalize on all the unpaid media impressions we expect, we’ll debut Dock The Boat as an organization with educational Out of Home with clear calls to action.
With limited time, creating the microsite required a sprint mindset to allow quick prototyping after defining our target audience. I began by moodboarding environmental and aquatic cause-based websites as inspiration, then I worked on evolving low-fidelity wireframes into a testable prototype.
• Resides in coastal and landlocked states influenced by frozen seafood from the coasts
• Environmentally conscious when convenient
• Consumes media throughout the day
• Unaware of seafood sustainability issues
• Photographic images throughout the site capture the realism of the overfishing crisis
• Blue color elements paired with orange and red convey urgency and let users feel closer to the ocean
• CTAs make waves by motivating users to disrupt the currently accepted norms of the fishing industry
• Users can choose their preferred method of support including direct donations, merch (awareness), and letters to policymakers
Taking on a global issue is a tough challenge for any brand. Aside from regulatory and cultural differences, setting a good example and being stewards of sustainability is something that brands can do to inspire a global domino reaction of change.
Growing up near the beach, maintaining the health of the ocean has always been a personal cause. Being able to share the wonders of the ocean and the marine life within to future generations is possible—if we take action.