Divers Clean Action is a data-driven organization that focuses on ocean sustainability from the coast to the deepest depths of the ocean. 

Our target audience is Millennials. Arguably the most concerned generation when it comes to environmental sustainability and social issues.  And Millennials are the first generation to have grown up in a world where “climate change and environmental issue is part of the daily international dialogue”. 

Even though they’re totally aware, their interest towards marine pollution relatively low compared to others. 

So, what does it take to be relevant with our audience? We need to communicate in  their language.

We decided to take one issue that concern we the most. In fact, 80% of the trash found in the ocean comes from land sources such as packaging. The top marine pollutants are cigarette butts, food wrappers, bottle caps, plastic straws, water bottles, bag and cutlery.

Fake Restaurant Stunt

Not only we can not live without food, but food also one of our favorite things in life for many of us. Let’s show them, what’s ‘foodporn’ can look like in a few years later if still do not take this marine pollution seriously by opening our own seafood restaurant. We will create a fake seafood restaurant with our own mouth watering menu.
 

Chef Influencer Collaboration

Collaborating with Chef Yuda Bustara to spread the message even wider. With Chef Yuda Bustara, we will ‘trick’ our audience by creating a mouth-watering chef cooking video. At the end, we will reveal that all of the ingredients that he use to cook the dish are actually trash.