“The ocean is at a tipping point, which means we still have a chance to tip things back in the right direction – if we act now.” -Dr. Sylvia Earle

The ocean plastics crisis is clearly in a dire state, and the issue is full of complexities and nuances. As a company that manufactures products packaged in plastic, SC Johnson (SCJ) wanted to be a leading voice in finding a solution. So, they created The Blue Paradox, an immersive experience that set out to investigate the intricacies of the issue, to explain how there is no singular solution and to amplify the need for us to take drastic action. Overall, SCJ wanted to be a part of inspiring and creating collective, disruptive change. Because while the severity of the issue is alarming and disheartening, there is hope that we will be able to turn the tide.

To create tangible and lasting behavior change, SCJ joined forces with Conservation International (CI) to create The Blue Paradox: an immersive experience on the ocean plastic crisis. The mesmerizing multi-room spectacle took visitors deep beneath the surface of the ocean plastics problem, surrounding them with interactive information and breathtaking displays.

Each room explored a key lesson, so visitors would leave with an understanding of the complexities and nuances of the issue. They experienced an infinity room with a multiple-story video screen, geo-focused and responsive data visualizations that showed the rate of plastic entering our oceans in real time, a personal plastic footprint calculator and much more.

And instead of just raising awareness, the event was the first of its kind where visitors made a tangible difference, just by showing up. For each visitor who walked through the experience, SCJ and CI helped to protect 1 sq km of the ocean.

Because The Blue Paradox was designed to illustrate the complexities of the ocean plastic crisis, our strategic challenge was to create a flow of information that would clearly communicate the intricacies of the topic. We started by conducting extensive research, working with scientists and experts from reputable bodies like Conservation International and Ocean Wise, to understand the extent of the problem and its causes.

We then distilled this extensive body of information, including data from over 45 sources, into a tightly woven narrative around which the experience was built. Each room brought a different theme of the narrative to life, allowing us to communicate an incredibly vast and complex body of information in an immersive way.

We brought The Blue Paradox to life in one of the largest commercial centers in Europe, giving the issue the stage that it deserved. Located in the heart of London, the experience had an original ticketed capacity of 12,480 guests over the course of 13 days. After going viral on TikTok with over 6MM views on #TheBlueParadox, demand for the event soared, and we had to extend our hours of operation and add additional tickets to give more people the chance to attend.

From the very start, we worked closely with the venue, our suppliers and partners to deliver the event with sustainability at the forefront, and the exhibition was designed to be re-used as much as possible. When The Blue Paradox opened to the public, visitors were wrapped around the block, some waiting upward of 2-3 hours to get into the experience.

The goal of the Blue Paradox was to inspire collective and disruptive change. We achieved this based on several metrics:

Attendance: We had originally planned for a maximum capacity of 12,480 visitors over the course of 13 days. Due to high demand, we had to expand the ticketed slots and our hours of operation to allow for a total of 22,837 visitors.

Behavior Change: 15,305 of those who attended made a pledge at the end of the experience to make a change in their own lives. In a follow-up survey, 97% said they would change their plastic consumption habits based on the experience.

Reach beyond the event: The Blue Paradox became an overnight sensation on TikTok with +6MM organic views.

Tangible effect on the ocean: The event helped to protect 22,837 sq km of ocean – more than the land area of Wales.