Anadolu Efes
Project: Symphony of Corals
Raising awareness of a marine conservation initiative
In collaboration with the Marine Life Conservation Society, Anadolu Efes embarked on the “+1 Breath to the Sea” multi-year project to restore the Marmara Sea’s ecosystem. In the first phase, corals were tranplanted to a protected area near Tavşan Island. While proud of its own role in conservation, there was also an opportunity to raise public awareness in a creative way.
01The Context
Coral reefs are known as the ‘rainforests of the sea’ but are at risk of extinction due to climate change and pollution. Conservation is vital, but because preservation efforts happen underwater, it’s a case of ‘out of sight, out of mind’, with limited ways to raise awareness of the positive impact.
02The Move
We would give a voice to the corals and their journey. A camera system was installed 30 meters underwater to provide 24/7 live monitoring and recording of the development of the transplanted corals.
03The Action
We engaged the environmentally conscious musician Mercan Dede. Inspired by the sounds and images recorded in the Marmara Sea, he created ‘Symphony of Corals’, which was released on World Oceans Day. Actress Hande Doğandemir narrated the video about the project journey and a media launch was held at the historic Zeyrek Çinili Hamam in Istanbul.
04The Impact
This creative sustainability awareness campaign achieved over 30 million social media impressions and was widely covered in media – with 336 pieces of print and online media coverage reaching over 10 million people.
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