Aquarium Conservation Partnership

Building on a successful 2017 campaign, the Aquarium Conservation Partnership (a coalition led by Monterey Bay Aquarium, Shedd Aquarium, and National Aquarium) wanted to focus on single-use plastic straws in 2018.

But while straws were gaining national prominence as an environmental concern, the issue was becoming politically polarized. I navigated these concerns with a campaign built around a simple tagline: Your last straw is the first step.

On the website, a pledge counter conveyed a sense of momentum and collective support, and provided the coalition with meaningful examples of public support to use when liaising with suppliers, businesses, and elected officials. Across it all, we used bright colors, whimsical photography, and bold headlines to keep the campaign accessible and fresh.

CREDITS

Produced by Blue State Digital for ACP.

Creative direction: Chris Royalty
Design: Halina Mader & Andrea Falke
Copywriting: Carly Quaglio & Nathan Maggio
Web development: John Moore
Account management: Oge Maiduke & Alexa Wilcox