About Coral Reef Alliance
“The Coral Reef Alliance is a non-profit, environmental NGO that is on a mission to save the world’s coral reefs.” (source)
Mission
Canadian tourists going to coral reef locations are more than willing to do their part in helping preserve the reefs while aboard. That being said, they tend to not know exactly which things they could do to help.
This video will be placed as a pre-roll ad in front of travel and vacation-related videos. Its role is to entice audiences through the colours and the visual style to then shock them into being receptive to its message. The idea that this video is aiming to spread is to warn viewers that a large number of sunscreens contain chemicals that harm coral reefs (source).
By knowing this information, consumers can know to look for reef-safe sunscreen before travelling to locations that have large coral populations.
This message can travel further and reach broader audiences by being shown in an OOH context, particularly in airports.