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.

Creative 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 larger

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Pollutoys is a 3-6 years old kids targeted project. The Pollutoys have been conceptualised and developed with educational partners, as innovative new media to engage with small children. Kids can play with them, discover the pollution debris and learn how to protect the ocean. This campaign is also aimed at schools and teachers involved in providing a holistic approach about pollution and eco conscience to children. Working with Sea Shepherd allow Pollutoys to reach marine activist and engaged community.

• 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.