The central idea was the introduction of “Chemical Surfer”. Firstly, we developed a microsite with positive steps individuals could take to avoid polluting. Secondly, we devised a campaign to drive people to the site. We seeded images and films of the Chemical Surfer spotted at various beaches, in local press, on YouTube and on surf websites. A week later we revealed the full campaign which took place at the Jack Johnson concert in Sydney. We also broke the story out on sites and chat rooms we had earlier used in the teaser campaign. Each article linked back to our website.