Kemp's Riddley is the smallest sea turtle in the world and located predominantly in the Gulf of Mexico. The species as a whole has been on a decline ever since the 60's & this campaigned aimed at increasing awareness as well as addressing some 'bad-blood' between conservationist and the Gulf's populace.
Create an integrated campaign targeting the two main threats to the Kemp's Riddley simutaneously.
This faucet of the campaign aimed to educate the shrimpers and gain some much needed rapport between conservationists and the shrimpers. The main imagery for the campaign reflects this by linking ted with taxes, in-laws, Politian's and other things in life that you just kind'a have to take with a grain of salt. The hope was to use some humor to lessen the guard and get away from the 'propaganda' feel of conservationist material. The campaign acted as a 'come-on' to tap into people's curiosity. Billboards were designed, mail outs were created, and bumper stickers were planned. A twelve-page booklet was put together as well as a web site explaining the issue and why it'd make sense to do something about it.
This faucet sought to highlight how locals could involved in supporting the cause as well as demonstrate the value in a healthy ecosystem. The dual nature of the campaign would encourage interactivity with the audience.