The biggest threat facing our oceans is hidden away beneath the surface. Half of our coral reefs have already died, and the other half are sending warning signs that they’ll be next. It’s the most beautiful cry for help you could ever see. But if no one is seeing it…How can anyone be talking about it?
We created the Glowing Glowing Gone campaign to take this extraordinary warning off the ocean floor, and into popular culture. We started by creating three new colours with Pantone, each representing the glowing display our reefs are making. And through a partnership with Adobe, we invited creatives everywhere to share them.
An army of glowing support followed. From the streets of Notting Hill Carnival, to Times Square, to the World Surf League in Tahiti. And as brands, creatives and media partners embraced our invitation, over 48 million media impressions helped raise awareness of coral’s plight like never before.