/ Social
Dealing with fecal matters
South Florida has a BIG water pollution problem, but no one’s talking about it.
For the Creatives on the Beach competition, The One Club Miami gave teams two hours to create a viral instagram campaign to raise awareness and inspire change. With “The Uncomfortable Truth”, we won the Sustainability Cube Award.
Start of campaign: TikTok/Instagram post
Think having wet socks is uncomfortable? Try being an ocean polluted with sewage. To show how you stand in solidarity with the polluted Miami waterways, post a picture or video of yourself standing in water with socks, using the hashtag #theuncomfortabletruth. If you can’t complete the uncomfortable challenge, you have to donate $20 to the Florida Water Environment Association. Good luck! 👍
#creativebeachmia @oneclubmia @surfridermiami
Campaign posts
Nothing’s worse than wet socks. Well, except for sewage in your water. Post your sock beach pics with the hashtag #theuncomfortabletruth
#creativebeachmia @oneclubmia @surfridermiami
No water? No problem. You can get creative with #theuncomfortabletruth challenge.
#creativebeachmia @oneclubmia @surfridermiami
What a beautiful day to recycle and dip our socked toes into water 😊 post your wet sock pics and vids with the hashtag #theuncomfortabletruth. That is, if you don’t hate the oceans... 😳
#creativebeachmia @surfridermiami @oneclubmia
The campaign concludes with a call to action, where everyone who has completed the challenge will send a pair of their socks to the city’s legislators. If the legislators don’t make a change, packages of wet socks will end up at their desk.
Concept: Matt Karas & Joelle Dunkley
Copywriting: Matt Karas