Clean Oceans is a not-for-profit with a mission: ban all single use plastics on every Australian beach by 2025. They had a name. They had a vision. They just needed a brand that embodied their mission, established a compelling, non-passive tone, and spoke to behavioural change.

Instead of creating a brand that told the world what Clean Oceans do, we created one that told the world what to do. We made ‘Let’s make one thing clear’ the call to arms and created a distinctive mark that combined beach culture with the anti-plastic message.

We took to the streets and the surf, holding events at Surf Life Saving clubs and Nippers, and partnered with aligned brands and organisations. Branded water bottles were sold alongside permanent refill stations set up along Sydney’s beaches.

The bottles were not only a practical device to encourage behaviour change, they also reinforced Clean Oceans as an organisation that speaks through action. All proceeds are still funnelled back into expanding the brand’s physical presence on more beaches.

Our content marketing strategy centred on activism. We weren’t after thumbs up, we wanted helping hands. We leveraged ongoing share-worthy content to not only build a loyal following, but a volunteer base — something only social expertise can do.