We created a purpose sub brand with social media presence and a microsite that housed the petition and an interactive campaign map. The campaign was rolled out across digital media and physical race locations, with the only paid support being donated ad space in three issues of Time Magazine with a reach of 403,000 readers per issue.
It was important for The Ocean Race that their in-house team could take ownership of the roll-out, so the brand assets needed to be delivered in easy-to-use toolkit form for internal teams and external influencers. As a global campaign, all messaging also needed to be simple and adaptable to different languages.
The message and branding differed from the main Ocean Race communication, but through keeping the bold, action-focused sporting world energy, we maintained strong consistency alongside the main brand.
The campaign ran throughout 2022-2023 culminating in the results being presented live to the UN general assembly in September 2023.