The Campaign

How can encourage our kids to have an ecological conscience, in early childhood ? This is our core question: it should be playful, universal, educative, emotional and iconic. A toy is probably the best medium to engage with kids. So we created Pollutoys, a serie of 8 toys, with a twist. These selected animals are the representatives of the most threatened marine lives. They look adorable, they are soft and super cut. But when kids unzip their tummies, kids discover the detritus they eat and which kill them in the real world – straws, cups, plastic bags, soda cups and balloons. It creates the interest and attention of kids on marine pollution and engage the conversation about the topic. Why these trashes are here? Educative leaflets tell the story of each animal and provide advice to prevent marine pollution, in a kid-friendly way.

Execution

The campaign includes the launch of an official website, social media presence of the related assets including visuals, PR release and video. Partnered schools from Europe and China , have been launched and they are using Pollutoys in their class, as well as Sea Shepherd in their new Kids program (on-going). Campaign was launched on April 3rd and the video released on April 10th, available on Sea Shepherd International owned social network including Facebook, Twitter, Instagram and Sea Shepherd France website & social assets. In the first 2 weeks, we were contacted by teachers, associations from around the world, expressing their interests in using Pollutoys in their classes. Not only they encourage the initiative but share their own actions to raise kids concerns and knowledge about pollution. We feel this grassroot movement is a fabulous brand opportunity and we are working on options to launch a large

Above the views on social media, Pollutoys campaign demonstrated the tremendous interest and echo within the teacher and parent communities, across the globe. We have received tens of emails from teachers and parents sharing the actions they initiated to provide educative tools for children. They acknowledged Sea Shepherd for creating innovative tools such as Pollutoys, to help them engage with kids. We were touched by the dedication and passion of these teachers and parents. It reveals also the potential for innovative tools like Pollutoys. - 87 pieces of coverage - 154m online readership - 9,56m estimated coverage views - 6,99m social shares

The Situation

Pollutoys campaign involves relationships with schools and educational organizations. Directly aimed at kids aged from 3 to 8, the Pollutoys have an direct impact and influence on teachers and kids’ parents. With many positive reactions in schools and the great interest of the kids in these toys, parents and society are realizing that the protection of the environment is missing in the young kids’ education. Finally, Pollutoys adopt a sensitive but straight-forward approach which is part of Sea Shepherd's communication while giving it a new dimension.

The Strategy

• Target audience (consumer demographic/individuals/organisations) We focused on kids between 3 to 6 years old, because it is the best age to engage them emotionally, for long term impact. A toy is simple, powerful and universal: we target kids from all over the world. Because it has to be a conversation with kids specialist, we involved early teachers since the conception of the Pollutoys. They shared their comments & experience. • Call to action People can discover Pollutoys stories on our website and donate to support Sea Shepherd actions.