Reimagining
Activism

WHAT 

Ghost gear refers to any fishing gear that gets abandoned, lost, or otherwise discarded in the ocean. In the Great Pacific Garbage Patch alone, the world’s largest floating pile of trash, ghost gear makes up 46% of the 100,000 pounds of debris. 

THE WORK

We partnered with the WWF and The College of Extraordinary Experiences to create a multi-layered campaign to increase global awareness of this challenge. We worked alongside strategists, grassroots organizers, world-class composers, filmmakers, and experience designers to imagine a totally different campaign for ocean advocacy — one that appealed to awe, not shock. 

This included creating an immersive, audio/visual experience that would transport people from their homes to the ocean, as well as designing the communication strategy and launch event in coordination with Impact Hub.

THE IMPACT

As a result, 2 million signatures were gathered in support of ending ghost gear. It would also challenge WWF’s approach and invite them to think differently about how content might serve as a connector by appealing to beauty, awe, and imagination.