Heal The Bay
If we aren’t careful, we will lose it. It will get sick, fade away and eventually die out. If we don’t protect our precious bay, it will disappear as we know it.
Like a fleeting Snapchat, it will be gone forever.
Through a unique partnership with LA based Snapchat (A company that knows a few things about disappearing), we will tell this story in a compelling and memorable way. We will engage with large potential donors, who may not have used Snapchat before, but are well aware of its influence and reach. In addition, we will connect with small potential donors who represent the next generation of Heal The Bay support.
By connecting one of the world’s most talked about tech brands with one the most celebrated environmental non-profits, our message will be amplified tenfold—especially among our sometimes jaded SoCal audience.
Together, our message will be clear.
DON’T LET IT DISAPPEAR.
CCO: Mark Simon
CD: Mike Rushing, Mark Erwin
AD: Arion Lapuz
CW: Graham Simon
If we don’t continue to protect our local beaches, they could disappear before our very eyes. Just like this billboard. Through the use of disappearing ink, the beautiful beach scene will slowly fade away leaving only our poignant messaging— Don’t Let It Disappear.
Sand advertising will further ground our “Don’t Let It Disappear” messaging in the very ground that has the potential to disappear.
This simple banner allows the online community to experience just how fast our beaches can disappear if we don’t continue our efforts. When you roll your cursor over the ad, it crumples up and disappears. When you roll your cursor off the banner, the beach returns with our messaging and CTA button.
Each pre-roll video will feature one majestic Southern California beach scene. A bold line adjacent to the “skip ad” function will drive home the following dramatic point:
We will cut together a montage of films that feature Southern California beach scenes, both classic and current. Tapping into our love of both the cinema and the beach. What would we do without them?
By taking away something Southern Californians truly depend on, we will make the connection to how severe it would be to loose something else they truly depend on… the ocean.
Video Description: For one evening only, people visiting In & Out will be in for a huge surprise. Their precious burgers will not be available. At all. Without a doubt people are going to get fairly upset.
We will enlist the services of several Snapchat influencers to help kick-start the “Don’t Let It Disappear” Snapchat campaign. These influencers will post their own beautiful and unique photos of the Pacific Ocean tagged with the line… “Don’t Let It Disappear.” But of course, after 10 seconds of enjoyment, the images will be gone forever.
Southern California Snapchat users will be encouraged to take snaps of anything related to the beach. From sunsets to suntans, these videos will be featured on the “Live Story” section of Snapchat for everyone to experience. The end result will be a continuous stream of user-generated beach snaps.
Snapchat users will be able to donate money to Heal The Bay by using Snapchat’s mobile payment functionality.
We are going to reach out to local children to see what the beach means to them—through their art. Several of their unique art pieces will be selected to become Trash Cans all across Southern California beaches. In addition, there will be a special charity art gala celebrating and featuring the children and their amazing
Trash Cans.
The beach means so many things to so many people. But the one commonality among us, is that we don’t want to see it disappear.
We want to bring the online Beach Report Card to life on the lifeguard towers. We will replace the typical outdoor ad-spaces on the towers with chalkboards so people can see what grade the water has received . Of course, all while driving home the point that we don’t want those good grades to disappear.
Urban runoff is a major contributor to the decay of our beaches and oceans. This charitable 10K “Run-Off” will create awareness of this serious problem as well as raise money to prevent our beaches from disappearing anytime soon.
Heal The Bay and Snapchat will host this 10K “Run-Off” that follows the route of urban runoff from its inception, all the way to its eventually resting place in the Pacific Ocean.
Heal The Bay will host a very special event with a very special guest, someone who knows a few things about “disappearing.” This event is designed to connect with both major donors, as well as first time donators.
The opportunity to hear Evan Spiegel speak in-person, and to meet with him, will entice large donators and donations from across the state.
The “TED-style” talk will be streamed live on YouTube. Your ticket to this exclusive online event will be a $1 donation to Heal The Bay.
