The Mangrove Photography Awards by Mangrove Action Project (MAP) shines a light on the captivating world of mangrove ecosystems and their conservation. However, despite their vital role as carbon-rich powerhouses against climate change, food insecurity, and biodiversity loss, mangroves remain undervalued wastelands to many. Our task was to amplify this unique initiative, fostering global appreciation for mangrove preservation while driving widespread engagement.
Ongoing
Mangrove Photography Awards
Showcasing the Wonder of Mangroves
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Octavio Aburto
project overview
The Mangrove Photography Awards faced the challenge of amplifying their mission and engaging global audiences. Our strategy harnessed visual storytelling and strategic partnerships to showcase mangroves' extraordinary ecosystems, resulting in record-breaking submissions, heightened recognition, and a strengthened platform for conservation.
The Mangrove Photography Awards faced the challenge of amplifying their mission and engaging global audiences. Our strategy harnessed visual storytelling and strategic partnerships to showcase mangroves' extraordinary ecosystems, resulting in record-breaking submissions, heightened recognition, and a strengthened platform for conservation.
Challenge
The Mangrove Photography Awards by Mangrove Action Project (MAP) shines a light on the captivating world of mangrove ecosystems and their conservation. However, despite their vital role as carbon-rich powerhouses against climate change, food insecurity, and biodiversity loss, mangroves remain undervalued wastelands to many. Our task was to amplify this unique initiative, fostering global appreciation for mangrove preservation while driving widespread engagement.
Strategy
Our strategy harnessed the power of visual storytelling to forge emotional connections with diverse audiences worldwide. Through visually striking content across social media, we showcased mangroves' extraordinary wildlife, intimate human stories, and conservation triumphs, counterbalancing narratives of threat and loss.
Strategic influencer collaborations with renowned photographers, conservationists and environmental advocates expanded our reach, leveraging their credibility to authentically advocate for the awards' mission.
Delivery
Execution involved a seamless integration of digital campaigns and global activations. Our team orchestrated a comprehensive online presence, optimizing content across platforms to drive awareness and submissions worldwide.
Simultaneously, we orchestrated high-profile events like the prestigious World Mangrove Day celebration, unveiling powerful winning visuals that captivated audiences with mangroves' splendor while underscoring their ecological significance.
Partnering with influential voices, we disseminated the awards' message through their networks, ensuring it resonated with diverse demographics, from seasoned conservationists to new audiences.
Results
Our efforts culminated in record-breaking results and heightened global recognition for the Mangrove Photography Awards. The initiative received over 2,500 entries from 74 countries, including first-time participants from Angola, Antigua and Barbuda, Bahrain, Grenada, Guadeloupe, and Mauritania – an unprecedented achievement.
The Wildlife category alone witnessed a surge with 646 submissions, a testament to our emotive storytelling's ability to forge profound connections with these ecosystems. On Instagram, reach increased by 687% and profile activity did by 59%.
Beyond quantitative milestones, our campaign solidified the awards’ status as an official UN Ocean Decade program, cementing its position as a driving force for global mangrove conservation.
Through our engaging and social approach, we transformed an overlooked environmental cause into a globally celebrated platform, igniting passion and action to safeguard these vital ecosystems in the fight against climate change.
“Working with Meridian has been an absolute pleasure. Their expertise in communications and social media management has significantly elevated our outreach efforts at Mangrove Action Project. Their dedication, creativity, and attention to detail are an inspiration. Thanks to their efforts, we've been able to engage with our audience more effectively and spread awareness about the importance of mangrove restoration. I couldn't recommend them highly enough.”
- Laura Michie, Program Manager and Restoration Trainer at Mangrove Action Project
