Since its foundation, Cerveza Corona has based its advertising and communication around beaches, but according to NASA Sea Level Rise Technical Report 2022, these paradises around the world could disappear due to the sea level rise, caused by climate change. Scientists worldwide report that, although this is a known problem, more data is needed to find possible actions to promote their preservation (Mexican National Coastal Resilience Laboratory and United States Geological Survey).

The connection between Corona and the beach is so strong that people worldwide already share their moment on the beach with a Corona in the sand, they even seem to try to replicate the classic ads of the brand.

Coastguards is a campaign that helps scientists collect coastline data to study the effects of climate change on beaches, through photographs taken by users.

First, we invited people to take photos of beaches as they already do, upload them to Corona.mx, we made appear the best photos on billboards, and we send the scientists these pictures to analyse data and determine possible solutions.

We discovered that despite advances in science, obtaining information about all the world's beaches is almost impossible, even through satellite photos. On the other hand, the pictures that people naturally upload to their social networks (where you can see the beach, the sea and a Corona beer) can be useful to science thanks to the Coastwards platform. Coastwards translates photos into specific data and give information about the beaches, such as sediments, type of waves, sea level rise, and geolocation of the picture. The photos that people commonly upload when they are on a beach, become information for science.

Coastguards will be a permanent global project, starting in March, 2023 in Mexico. It was launched through out-of-home, point-of-sale, influencers, and digital development.

Users' photographs are collected on Corona.mx, a site available to date and open to world, in this web you can find some of the pictures uploaded by users.

These photographs are sent to the Oceanological Research Institute at the Autonomous University of Baja California Sur, where Dr. Amaia Ruiz analyses them and transform them into powerful data.

The obtained data, will be used to find solutions and ways to preserve the beaches worldwide.

To date, the program has covered +1,000 kilometers of the Mexican coastline, providing science with data like climatic conditions, coastal delimitation, sea level, type of sediment, and type of waves. These data were impossible to collect this quickly via satellite or any other remote way; it would have taken years for scientists to obtain it

In just one month, the Corona Coastguards campaign has reached 37.8 million people nationwide, representing more than the 34% of all Mexicans in the country.

We achieved 1.6 M interactions, an engagement rate of 14%, and 9% points of engagement higher than the category benchmark.

We expect to cover 90% of the coastline in Mexico with information, and soon more countries will join the initiative worldwide.