Ocean Witness

A spotlight on the heroes of the oceans

According to fairytales and comics, a hero is someone with superpowers that saves the day single-handedly. In the real world superheroes lack superpowers, but their work is magical nonetheless. Especially the work of those that contribute to the world’s well-being on a daily basis. Or the oceans in this particular case. You are probably aware of the fact that the oceans aren’t doing too good (to say the least of the least). For many people, this issue doesn’t feel pressing enough. It’s those who live in coastal communities that witness the changes caused by pollution, overfishing, climate change and so on. They are affected first-hand and they are also often the ones trying to solve the problems by adjusting their day-to-day habits. Ironically, the oceans are everybody’s business. WWF asked us to shed some bright, positive light on this insight. Read on, would ya?

Client

WWF

Date

August 2017

Campaign

Awareness campaign

Where to start?

Ocean Witness is created to share the stories of people that are affected first-hand and try to contribute to solutions. These people are called Ocean Witnesses. The brand (or community) is focused on stories, because they shape how we see the world. It’s those perceptions that shape our actions. In other words: stories can change our actions, and what better stories to share than the ones of those who try to make the world a better place?

The stories of Ocean Witnesses are shared through video, articles and photography on the official Ocean Witness website. We started with creating the first video of Ocean Witness Emanuel in Portugal (scroll down to watch it). Before the launch of Ocean Witness, we executed extensive research to the succes factors of online communities. This consisted of desk research and a focus group together with WWF.

"Stories shape how we see the world, and it's those perceptions upon which we base our actions."

Play video

Launching Ocean Witness

Hammerfest was responsible for the video concept together with our production partner Boomerang Create. We also defined and executed the social media content strategy and the advertising campaign. Ocean Witness was officially launched at the Healers of the Ocean event in Chile in September 2017, alongside a social media campaign.

In the first two weeks, over 100.000 people encountered Ocean Witness online and the response was highly positive. The targeting was focused on nature-minded people and people living in local coastal communities. Even though the PR campaign was small, we received publishing from ‘big fish’ such as Chasing Coral and WWF Global. There’s still a long way to go, and the endgame is to let everyone become an Ocean Witness. The coming years will be focused on expanding the community. Bear with us.

Are you interested in working with us?
Feel free to contact us.