By using the power of music and specifically the sound of the ocean in a song, composed in collaboration between Icelandic multi-instrumentalist Ólafur Arnalds and Swiss composers from Great Garbo, we created a simple and inventive way to support marine conservation projects. Just stream to save the ocean.

Oceans are suffocating in plastic. Each year up to 12.7 million tons end up in water. This is roughly equivalent to one truckload per minute. This is not only tragic for all marine life, but also for us humans, as over 50% of the oxygen we breathe every day comes from the sea.

But for the Swiss, this problem is as far away as the next beach – Families think of the sea as a place for vacations and not an essential resource in dire need of help. How can we create a sense of urgency around the topic and inform people about the suffering of the ocean?

We wanted to find a simple and elegant way to raise awareness for the ocean and collect donations to help the efforts of NGO OceanCare. There is an overload of classic fundraising campaigns, so we needed a simple way to stand out.

With the insight that ocean sounds are used as a sleep aid, we found the perfect solution. A song which is available via streaming services and can be played in endless loop. The proceeds are donated. This is how we help each other: the ocean helps our youngest sleep, and our children help the oceans survive.

A song composed with the help of the ocean. This track is an invaluable service for young parents, because the sounds are reminiscent of the bubbling and roaring in the womb, it helps babies fall asleep faster. And so while babies sleep, the streaming of the songs helps fund conservation efforts to keep the ocean safe for the next generation.

The song not only ensures more sleep for babies (AND new parents), but also that the oceans are protected. We released the lullaby «Dream the Ocean Clean» on Spotify - so after 30 seconds for each stream, a small contribution goes to the creator of the song: The ocean itself. Thus, all proceeds are used 100% for the protection of the world's waters and we raised awareness for an important topic within a new target group.

With the Video View campaign, we reached over 165k people – that is every fourth person with a child under 3 years old in Switzerland.

The ads enjoyed 587'431 impressions and a brand lift increase of 6.9 points. This is significant, according to Meta. Most strikingly, the Brand Lift is strongest among the 25-34 age group with +11.2 points. Compared to other non-profits, we performed very well and are well above the industry average of 4.1 points.

As soon as we launched, radios in Switzerland, Germany, as well as some of the largest daily newspapers in Switzerland reported on the campaign. Various influencers picked up the idea and shared it on their channels. In a short time, the song was streamed over 510'000 times and we created renewed attention to an important problem of today: our future!