In 2011, we developed a global PR strategy to launch Project Ocean, an in-store campaign hosted by Selfridges, co-founded by the Zoological Society of London and supported by 27 NGOs. We were challenged to raise awareness for the plight of the ocean based on projected research that by 2050 there could be nothing but jellyfish left in the sea. Our goals were to generate media coverage to raise global awareness, stop consumer demand for endangered fish in Selfridges’ stores and raise funds to support marine conservation efforts. Throughout the 5-week campaign in May, Selfridges committed its creative arsenal and clout as 'The World’s Best Department Store’ to champion marine conservation amongst mainstream media and audiences. We dubbed this Retail Activism and leveraged the diverse faces of style and science behind the campaign to craft story angles on overfishing in lifestyle, fashion and business pages. We coordinated the aims of NGOs into cohesive on-brand messages; managed a global press office and launch event; deployed a features-driven media campaign; and co-ordinated key campaigners and international dignitaries to drive the message.Project Ocean deserves to be recognised for the powerful innovation of a hybrid approach to environmental communications and for pioneering a movement dubbed Retail Activism. The campaign surpassed goals and objectives, secured media coverage exceeding 200+ million impressions, gained support from HRH Prince Charles of Wales and Queen Noor of Jordan, and fostered positive environmental change through the EU parliamentary agreed Selfridges Declaration and the funding of the Marine Reserves Coalition.

The communications campaign was split into sectors to cover all elements under the Project Ocean umbrella.

Partnerships – leveraged conservation credentials of 27 partners through media interviews, inclusion in press materials and on social media sites Media training – Identified and media trained the faces of Project Ocean to deliver our key messages and to ensure effective engagement Media push – created an extensive communications toolkit, conducted proactive media relations, secured targeted interviews, developed multimedia assets (b-roll, photos, conservationist footage) and e-blasts to keep top of mind with diverse outlets Social media – microsite, Twitter and Facebook accounts to connect with customers, NGOs and promote the campaign messages to a larger global audience Launch day – orchestrated store visit by HRH Prince Charles for newsworthy launch Press Conference - leveraged GLOBE summit event and keynote speaker Queen Noor of Jordan to announce Selfridges’ ongoing commitment to World Oceans Day

GOAL: Generate media coverage to raise global awareness about the plight of the oceans and overfishingGlobal media coverage across 36 countries valued at £6m+ reaching 200m+ Inspired ‘The Selfridges Declaration’ at GLOBE World Oceans Day Forum – 18 ambitions agreed by members of parliament from EU fishing nations to guide the 2012 Common Fisheries PolicyGOAL: Stop consumer demand for endangered fish Replaced 70 varieties of endangered fish with sustainable options in all Selfridges Foodhalls and restaurants Distributed 45,000 Fish Guides to educate customers on new sustainable options GOAL: Raise funds to support Marine Conservation projects Selfridges raised over double the anticipated funds, presenting £120,000 to ZSL to establish MPAs and preserve global fish stocks Funded the Marine Reserves Coalition, a group of 6 Project Ocean NGO partners to establish MPAs, collate information to support policy decisions and spread the message globally