Wake Project is a non-profit shark and ocean education society that was formed in mid-2009 by three advocacy volunteers, myself included. We produce impactful educational materials that teachers, students and the inquisitive public can use to discover more about our amazing oceans and the stunning array of apex predators that reside within it. Our mission is to advocate for healthy eating, encourage positive ocean interaction and nurture a better understanding and respect for the marine ecosystem.
Focusing on the positive and aspirational, I immediately found that the most appropriate ways of engaging the target audience were illustrations (by Vancouver-based Chole Lan) coupled with bright colours, rather than a clichéd repertoire of earthy tones and ‘doom-and-gloom’ images. The campaign personality is enthusiastic, engaging and inspires learning and sharing.