Objective: Expose the plastic pollution crisis in the San Francisco Bay and inspire community action to protect marine life.

Why Advertise?
The Bay faces severe pollution from plastic, industrial runoff, and toxic spills, threatening wildlife and water quality. Many residents are unaware of the crisis.

Goal of the Campaign:
Highlight the hidden dangers of plastic pollution and its impact on marine life. Position Baykeeper as the leader in Bay protection, inspiring residents to volunteer, donate, and advocate for change.

Target Audience:

• Primary: Bay Area residents who love the Bay but don’t realize its pollution problems.

• Secondary: Local businesses and policymakers who can influence environmental practices.

Key Insight:
People protect what they love, but they can’t act on a threat they don’t see. Seeing the suffering of marine life will inspire action.

Core Message:
"The Bay Looks Beautiful—But Beneath the Surface, It’s Dying."
This highlights the contrast between the Bay’s beauty and the hidden plastic pollution harming marine life.

Supporting Points:

• Plastic Crisis: 7 million microplastic particles enter the Bay daily, affecting the food chain.

• Wildlife at Risk: Thousands of animals die yearly from plastic ingestion or entanglement.