The Blue Belt is set to be the world’s biggest network of ocean sanctuaries, protecting thousands of marine species from overfishing.
#BackTheBlueBelt ran alongside Blue Planet 2 and encouraged people to tell their MP to pledge their support.
We used funny sounding fish, hard-hitting facts and a down-to-earth tone of voice to turn dry science into a simple call to action. Alongside the social media and PR activity, celebrity advocates like Stephen Fry and Cara Delevingne got the message to a wider audience.
During the campaign I worked with researchers and the campaign manager to write Twitter, Facebook and Instagram posts, edited the website and live-tweeted from the client account during Blue Planet 2.
We found some funny names when we looked into the endangered fish, so we turned them into the heroes of the campaign.
The campaign manager and I commissioned and briefed a photographer to capture seafaring folk supporting the cause. The images were then used in PR activity and pushed on the social accounts.
So far over 280 MPs across 8 parties have pledged their support and Ascension Island is about to turn 100% of its waters into a marine protected area.
Here’s a snapshot of the impact.
Labour is backing the #BlueBelt – listen to Shadow Environment Secretary @SueHayman1 talk about how Labour and @jeremycorbyn are backing protections for our marine environment #BackTheBlueBelt pic.twitter.com/Ir7wnBgEFB
— Labour Environment (@LabourDefra) 13 December 2017
Wonderful to hear that the UK will back the @ascension_gov plan to designate 100% of its waters as a Marine Protected Area. This is a great step toward the global ambition to protect 30% of the ocean by 2030 https://t.co/RAIL3JazpJ #OneOceanOnePlanet #BackTheBlueBelt @oceanunite pic.twitter.com/7MaSVmfAgJ
— Richard Branson (@richardbranson) 15 March 2019
— Mohammad Yasin MP (@yasinmpbedford) 11 January 2018
UK Overseas Territory #Bermuda commits to highly protecting at least 20% of its waters. 90,000 sq km of Atlantic out of bounds to commercial fishing! Congratulations to @BdaGovernment and @WaittInstitute. #BacktheBlueBelt https://t.co/aXf8ZRLjId
— BlueMarineFoundation (@Bluemarinef) 6 June 2019