Sea Shepherd, the NGO protecting the oceans, needs to make the general public aware of the consequences of industrial fishing on the sea.

Because in 50 years our consumption of fish has doubled along with our population. Intensive fishing wreaks havoc all over the world. Neglected by politicians and minimised by lobbies, the situation is only worsening year after year. Scientists are sounding the alarm: if this situation doesn’t change, the oceans will be emptied of all fish by 2048.

Faced with this emergency, Sea Shepherd wanted to create an electroshock to change attitudes and make people understand that the solution can come from each of us, starting in our plates.

Without media investment, the aim is to catch the attention of the greatest number, on social platforms via a PR mechanism and singular experiential content.

Thanks to the Sea Shepherd operation, the ocean at last emerges from silence sending Humankind a distress call, an SOS. “Sound Of Sea” is the story of a unique sound, comprising thirty sonar laments: a harpooned whale, a dolphin caught in trawler mesh, or thousands of fish bunched together in a net.

The idea is to excite the attention of the general public in a new way on social media where pictures and words usually dominate. Here the “enigmatic sound” surprises, nourishing flights of fantasy and discussions which, in under 24 hours, flood social networks then the media.

Once the debate was launched about where the sound came from, Sea Shepherd revealed its significance, thus alerting the public about the dangers of overfishing. Through “Sound Of Sea,” the ocean talks directly to Humankind, and Sea Shepherd makes previously unknown atrocities visible and audible to the general public.

The first ambition was to make people believe there really was a strange sound emanating from the sea and to progress in absolute anonymity.

Everything was orchestrated to render the sound audible and legitimate. The sound was broadcast for the first time near known diving spots and was notably heard by Guillaume Néry (a French diver who is the world’s free diving double champion and who has a strong community on social media).

From that moment, the sound was never in doubt. With several tens of thousands of comments, Likes and retweets in under 24 hours, fantasies and questions launched the machine, also relayed by TV, Radio and print media: exactly what we wanted.

Sea Shepherd chose the opportune moment to deliver the final answer by spreading a video reveal, relayed again by the highly committed Sea Shepherd community, but also by the media and personalities favourable to the cause.

“Sound-Of-Sea” represents 6 months of work requiring several different kinds of expertise:

o Design of a sound produced by compiling over 30 underwater groans and laments took the collaboration of acoustical engineers, oceanographers and sound engineers.

o The underwater beacon was designed by a team of acoustical engineers and nautical engineers. It took several weeks to design and make, to ensure sound diffusion that was effective yet respectful to the surrounding ecosystem.

o The beacon was launched underwater off the coast of La Rochelle, on board the ‘Sam Simon’, part of the Sea Shepherd fleet.

o The PR plan was built thanks to the community of Sea Shepherd fans then via marine scientists, influencers and committed public personalities to ensure credibility and visibility of the operation.

In only 72 hours, and without media investment:

• the operation was viewed more than 35 million times on social networks.

• it totaled over 150 million media impressions

• Sea Shepherd awareness increased by 25%

• Best traffic performance on Sea Shepherd’s website and social network: + 150% during the operation.

The impact is valued at €8.6 M of EARNED MEDIA:

• Reposts by:

o Pamela Anderson

o Guillaume Néry (world’s free diving double champion)

o Omar Sy (French Actor)

o Pierre Ninet (French Actor)

• Media:

o TV audience (TF1, M6, France 2, BFM) thanks to different broadcasts: 15 million French people

o Radio (RTL, France Info) audience 7-9 and 12:30-1pm news slots: 3 million listeners

o Geo / Science & Avenir: N°1 Outdoor & Scientific French press.

o HUFFINGTON POST, PARIS MATCH, FIGARO, LIBÉRATION, LE PARISIEN, BRUT