PPC Cement Reef Region

Brief

The brief for this project was to create a social change campaign focusing on sustainability and marine conservation, with a local brand as a partner. I selected PPC Cement as the brand and developed a campaign titled “Reef Region.” The campaign’s goal was to address the issue of overfishing and the degradation of natural reefs along South Africa’s coastline. The solution involved building artificial reefs to enhance fish populations, relieve pressure on natural reefs, and support local fishing communities who rely on the ocean for their livelihood.

Rational

The concept for Reef Revival centers on “Cementing a Sustainable Future,” with PPC Cement at the forefront of marine conservation efforts. The campaign was designed to restore depleted marine ecosystems while also empowering coastal fishing communities.

Key strategies included:

Community Empowerment: The artificial reefs are designed to benefit local fishing villages by providing designated, sustainable fishing areas that improve fish stocks and protect natural reef ecosystems.

Ecosystem Restoration: By constructing artificial reefs in strategic locations, the campaign aims to enhance biodiversity and rebuild marine ecosystems that have been impacted by overfishing.

Multimedia Communication:

Murals painted in coastal towns, promoting the campaign and PPC Cement’s commitment to ocean conservation. Instagram stories with quick facts and statistics about marine conservation and the impact of the artificial reefs. Instagram carousels that introduce the issue of overfishing, explain the role of artificial reefs, and highlight PPC Cement’s involvement. Video for X and Instagram Reels: A short campaign video was created to introduce the Reef Revival initiative.

The Outcome

The Reef Region campaign successfully raises awareness about the urgent need to protect marine ecosystems and the role PPC Cement plays in providing a sustainable solution. The video, designed for X (formerly Twitter) and Instagram Reels, serves as a key storytelling element, effectively conveying the problem, the innovative solution, and the positive impact on both the environment and local communities. The combination of digital and physical touchpoints (Instagram, billboards, and video) creates a cohesive and engaging narrative, positioning PPC Cement as a leader in sustainability and social responsibility.