Social Media

Social Media Campaign

The ocean is personal,
support Ocean Uprise’s mission.

This was an individual assignment where I created a social media content calendar, social media posts, and wrote an academic essay for my Social Media course.

SOCIAL ISSUE
The world’s oceans face escalating threats from pollution, overconsumption, and climatechange. Among these issues, plastic pollution has become one of the most visible and urgentglobal challenges, harming both marine ecosystems and human health and disproportionatelyaffecting communities that contribute the least to the problem (Parley, 2025)

The Ocean is Personal is a social media campaign designed to support Ocean Uprise’s mission of reducing single-use plastic consumption and motivating young peopleto take meaningful action. The strategy draws on successful methods used by other environmental organisations and research in digital activism, focusing on four elements: platform selection, content planning, influencer partnerships, and data-driven evaluation.

CAMPAIGN OBJECTIVE
To address this urgent issue, the proposed three-month campaign targets Australians aged 16 to 30 and runs from October to December 2025. The campaign aims to educate young people about the impacts of plastic pollution, encourage them to reduce their plastic consumption, and motivate ongoing involvement through donations or volunteering. The timing aligns with the end-of-year holiday period, when the UN Environment Programme reports a 30 per cent rise in waste.The central message is: “Save the ocean. Every action, no matter how small, helps secure a sustainable future for our generation and the next.”

TARGET AUDIENCE
The campaign targets young Australians aged 16 to 30, including students, emerging professionals, activists, and environmentally conscious consumers. This demographic is largely urban-based, often distanced from the natural environments affected by marine pollution. While many young people express concern for sustainability, factors such as time limitations, financial constraints, and geographic distance often reduce their participation in traditional environmental activities.

CONTENT STRATEGY
The campaign uses four content pillars: inspiration, connection, conversation, and education to increase engagement, expand audience reach, and motivate participation. Hootsuite’s 2025 trend report highlights increasing success for brands that adopt creative, less predictable posting styles and engage directly with users. Comments from creators generate 1.6 times more engagement when brands reply within 24 hours (Social Element, as cited in Hootsuite, 2025). Encouraging user-generated content and fostering timely interactions will therefore strengthen campaign visibility and community engagement.

1. INSPIRATION PILLAR
The inspiration pillar introduces relatable testimonial videos showing how young people can participate in the campaign. These examples help audiences understand expected content styles during the initial launch period.

2. CONNECTION PILLAR
The connection pillar uses emotionally engaging stories from volunteers and activists to help urban audiences understand ocean conservation, highlighting biodiversity, marine degradation, and the urgency of protecting rarely experienced environments.

3. CONVERSATION PILLAR
The conversation pillar expands community involvement by encouraging current and former participants to share authentic personal testimonials using campaign hashtags. Engagement increases when audiences converse in comment sections, and this strategy mirrors successful examples on Parley for the Oceans’ Instagram.
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4. EDUCATION PILLAR
The education pillar highlights key topics that positions environmental degradation as a personal health issue. This increases action likelihood. Donation prompts will appear during peak engagement periods with direct links to ensure quick and simple contributions.
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SOCIAL MEDIA CONTENT
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Content samples are created for this campaign assignment. Short clips are created using AI then video editted on Canva.

Instagram story + TikTok
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Volunteer talks about their experience seeing plastic pollution firsthand.

Instagram Reel + TikTok
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A fast-paced montage introducing "The Ocean is Personal" campaign. Featuring faces of volunteers, ocean clips, and upbeat sound.

TikTok + Instagram Story Poll
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Encourage youth to share small actions side by side & tag @OceanUprise. #YourWaveYourVoice

Instagram Reel + Facebook
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Story of an intern who turned activism into a career.

Emotional hook in a personal and hopeful tone.