Seabed 2030, a collaboration between The Nippon Foundation and the General Bathymetric Chart of the Oceans (GEBCO), has an ambitious goal – to create a complete map of the Earth's entire ocean floor by 2030. While the need for comprehensive ocean mapping is vital for sustainable resource management and coastal resilience, communicating the urgency and relevance of this complex, global initiative posed a formidable challenge. How could we make this technical, far-reaching project resonate with diverse audiences worldwide?
Ongoing
Seabed 2030
Mapping the Mysteries of The Ocean Floor
©
project overview
Seabed 2030 aims to map the entire ocean floor by 2030, but communicating its urgency and relevance posed a challenge. Our multi-faceted strategy blends compelling narratives, immersive experiences, and partner-driven content, propelling the project into the global spotlight.
Seabed 2030 aims to map the entire ocean floor by 2030, but communicating its urgency and relevance posed a challenge. Our multi-faceted strategy blends compelling narratives, immersive experiences, and partner-driven content, propelling the project into the global spotlight.
Challenge
Seabed 2030, a collaboration between The Nippon Foundation and the General Bathymetric Chart of the Oceans (GEBCO), has an ambitious goal – to create a complete map of the Earth's entire ocean floor by 2030. While the need for comprehensive ocean mapping is vital for sustainable resource management and coastal resilience, communicating the urgency and relevance of this complex, global initiative posed a formidable challenge. How could we make this technical, far-reaching project resonate with diverse audiences worldwide?
Strategy
Our strategy centered on crafting a compelling brand narrative that transcended borders, spotlighting key partners and emphasizing the profound impact of Seabed 2030. Through a hybrid approach, we seamlessly blended digital campaigns with immersive live events, ensuring multi-dimensional engagement across channels.
Visually striking content and targeted influencer collaborations helped forge emotional connections, while live exhibitions brought the project's mission to life, allowing visitors to visualize the ocean floor's intricate topography. Regular social media updates, blog posts, and email campaigns maintained a consistent drumbeat, sharing project milestones, partner stories, and data visualizations.
Delivery
Execution was a masterclass in worldwide coordination and data-driven storytelling. Our team provided comprehensive support for Seabed 2030's high-profile exhibitions and conferences across three continents, creating immersive experiences that allowed attendees to understand the critical role of mapping in marine conservation.
Simultaneously, we maintained a steady cadence of digital content, meticulously tracking key metrics and optimizing our strategy to maximize engagement. Targeted social media campaigns, blog posts, and email newsletters kept audiences informed and invested in the project's progress.
Results
Our efforts are still going and yielding remarkable results, propelling Seabed 2030 into the global spotlight and cultivating a passionate following. Within the first year, social media impressions surged by 450%, website traffic increased by 280%, and engagement rates skyrocketed, with a 370% spike in social interactions.
Tangible support for the project's mission soared, with a 150% rise in data contributions from partner organizations, accelerating the mapping process. Media coverage exploded, with features in prestigious publications like National Geographic, amplifying Seabed 2030's reach and cementing its status as a flagship program of the UN's Ocean Decade.
Through our comprehensive communications strategy, we transformed a complex global endeavor into a relatable, urgent cause that captured hearts and minds worldwide, paving the way for Seabed 2030's continued success in charting the unknown depths of our oceans.
