For this project, I worked on redesigning and expanding the Ocean Conservancy’s #ProtectWhereWePlay campaign. The initiative connects climate advocacy with athletes, artists, and fans by reminding people that the ocean supports everything we love: our teams, our concerts, our venues, and ultimately, the spaces where we play.
Thought Process
I started by auditing Ocean Conservancy’s current presence. They already had strong platforms like Instagram and Facebook, but the hashtag was new, and TikTok wasn’t being used at all. That immediately stood out as an opportunity—especially to connect with younger audiences.
From there, I focused on the campaign’s target audience: ocean lovers, climate activists, athletes, and everyday fans. I knew the messaging had to feel both educational and personal, showing people that protecting oceans isn’t just about the environment—it’s about protecting their own lifestyle and passions.
Strategy & Skills
- Competitive & platform analysis: I studied how Ocean Conservancy was already engaging on different platforms and where there were gaps.
- Content strategy development: I built out tailored concepts for Instagram, TikTok, and Facebook, using platform-native trends like “Get Ready With Me” videos, workout routines, and carousel posts.
- Community-driven ideas: I suggested clean-up events tied to school and community sports teams, so the campaign could extend offline as well.
- Storytelling & copywriting: I crafted sample captions and hooks that connected athletes’ personal routines with the larger ocean message.
Key Takeaway
This project taught me how to translate a nonprofit’s big-picture mission into social-first, audience-focused storytelling. By leaning into athlete influence, platform trends, and community activations, I designed a campaign that could scale across audiences and feel just as relevant to a pro athlete as to a high school soccer team. My project is linked below.
Mia Krysa 