Challenge

The Surfrider Foundation is a community of everyday people from across the U.S. who are passionately dedicated to the protection and enjoyment of the world's oceans, waves and beaches through a powerful non-profit activist network. 

Working with gyro, a Dentsu Aegis Network agency, the Surfrider Foundation ran a campaign to raise awareness of the issue of cigarette butt litter and the effect that this litter has on our coasts and waterways.

Solution

The campaign was run on mobile owned media, online paid media and OOH and drew attention to the trillions of cigarette butts that flow down to our waterways.

Due to its bold, disruptive and arresting nature, the campaign confronted people with the gravity of the issue with cigarette butt litter, began changing people’s opinions on the issue and affecting people’s day-to-day behaviour. 

Result

The success of the campaign was seen through the outstanding feedback that was received from the client, as well as through the clients request to roll the campaign out nationwide.