Client: Four sponsoring foundations: Tiffany & Co. Foundation, the Kingfisher Foundation, the Henry Foundation and the Ocean Foundation
Job: To recruit fashion leaders to help preserve the world’s corals by speaking out and by designing alternative-coral products
Agency: SeaWeb, based in Silver Spring
Theme: “Too Precious to Wear”
Concept: About 25 percent of ocean life depends on coral reefs for shelter, food or other support, but the planet has lost 11 percent of its coral cover over the past 30 years, according to SeaWeb. Corals are being threatened by overfishing, a continued demand for coral products and rising levels of carbon emissions — the U.S. imported an estimated 26 million pieces of red coral for jewelry between 2002 and 2006. The organization designed a national campaign to educate the public and policymakers about coral conservation.
The plan: SeaWeb formed partnerships with several fashion and jewelry designers, including Chantecaille Beauté, Vena Cava, Lela Rose and Tiffany & Co., to develop and promote sustainable alternatives for coral that can be used in jewelry and home décor items.
The organization is conducting its marketing campaign solely on “earned media,” sending information and press releases to its existing media contacts to generate coverage, and timing product releases to coincide with industry or fashion events.
Beginning in January, SeaWeb’s fashion partners will begin using their visibility to draw attention to the issue of coral conservation. Tiffany & Co., which no longer uses coral in its jewelry, will release an alternative-coral jewelry collection in June. SeaWeb is providing its scientific expertise to other designers to help develop products that are in line with their company’s core business.
Creative team: Patty Debenham, director of coral program; Julia Roberson, media lead
Background: Since 1995, SeaWeb has been using strategic communications to promote awareness of marine conservation issues and to foster healthy oceans. The organization has worked with near-shore fishermen in Hawaii to promote responsible fishing and has run a child-safe seafood campaign to educate parents about healthy and environmentally safe fish for children.
