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Friends of the Earth

“Sh*t Beach”: Turning Environmental Awareness into Action​

Friends of the Earth faced a significant challenge in cutting through a crowded environmental landscape and capturing audience attention. With numerous organisations competing for visibility, it was crucial to create a campaign that not only stood out but also drove meaningful shifts in awareness and consideration. The goal of the “Sh*t Beach” campaign was to educate the public on the pollution affecting UK rivers and beaches while ensuring the message resonated with the right audience in the most impactful way.

 

What we did

To ensure the campaign reached the right audiences, we leveraged KiteGeo, a location-based media planning tool that blends control vs. exposed methodology with advanced data modelling. This allowed us to pinpoint high-impact locations, such as DOOH placements in Bristol, a city near the Severn Estuary with a strong, environmentally conscious audience. To maximize engagement, we seamlessly integrated channels across the funnel—retargeting audiences near DOOH sites via display to build message frequency and attention.

 

What we did

Further integration included leveraging owned content through paid media and geo-targeting ads in areas where PR stunts were taking place to reinforce messaging. Sustainability was also a key focus, with media partners selected based on their environmental commitments, including carbon-neutral display buys, ensuring alignment with Friends of the Earth’s brand values.

We also took an eco-conscious approach to media channel selection, prioritising partnerships with organisations committed to sustainability. This included carbon-neutral display buys, ensuring that every aspect of the campaign aligned with Friends of the Earth’s core environmental values.

The campaign delivered exceptional results, achieving a 60% uplift in attention metrics and a 200% increase in consideration within key geographic areas. Additionally, it generated over 7 million impressions and nearly 1 million completed video views, demonstrating the power of an integrated, eco-conscious approach in driving awareness and engagement.

  • 60%

    Uplift in attention

  • 7m

    Impressions

  • 200%

    Uplift in consideration

Our work

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