THE OCEAN IS PERSONAL

THE OCEAN IS PERSONAL

THE OCEAN IS PERSONAL

▋ University assignment

▋ Year

2025

▋ Scope

Social Media Campaign Strategy

▋ Type of Work

Uni Project

▋ Software

Canva

Google Gemini

▋ University assignment

▋ Type of Work

Uni Project

▋ Year

2025

▋ Software

Canva

Google Gemini

▋ Scope

Social Media Campaign Strategy

▋ University assignment

▋ Scope

Social Media Campaign Strategy

▋ Software

Canva

Google Gemini

▋ Year

2025

▋ Type of Work

Uni Project

▋ ENVIRONMENTAL ISSUE

Plastic pollution is a global environmental threat that affects all living things. It contaminates water sources, harms food systems, and destroys coral reefs that protect coastlines. This results in small island nations suffer disproportionately from marine debris.

Plastic pollution is a global environmental threat that affects all living things. It contaminates water sources, harms food systems, and destroys coral reefs that protect coastlines. This results in small island nations suffer disproportionately from marine debris.

Plastic pollution is a global environmental threat that affects all living things. It contaminates water sources, harms food systems, and destroys coral reefs that protect coastlines. This results in small island nations suffer disproportionately from marine debris.

OVERVIEW

OVERVIEW

OVERVIEW

▋ CAMPAIGN OBJECTIVE

“The Ocean is Personal” is a hypothetical social media campaign designed to support youth-led environmental orgnisation - Ocean Uprise. 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 Ocean is Personal” is a hypothetical social media campaign designed to support youth-led environmental orgnisation - Ocean Uprise. 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.

▋ KEY MESSAGE

 “Save the ocean. Every action, no matter how small, helps secure a sustainable future for our generation and the next.”

 “Save the ocean. Every action, no matter how small, helps secure a sustainable future for our generation and the next.”

CONTENT STRATEGY

▋ Content pillars used to expand audience reach, and motivate participation.

▋ Hootsuite’s 2025 trend report highlights creative, less predictable posting styles engages users.

▋ User-generated content and timely interactions strengthen campaign visibility and community engagement.

Content Pillar 1

Education

  • Raise awareness on key topics.

  • Introduce practical steps for reduceing plastic use.

  • Position environmental degradation as a personal health issue increases action likelihood.

  • Donation prompts with direct links.

Campaign Launch

Share your story with

#YourWaveYourVoice to join

the movement.

Share your story with #YourWaveYourVoice to join the movement.

Content Pillar 2

Conversation

  • Campaign hashtag #YourWaveYourVoice

    • Expand community involvement.

    • Boost engagement in comment sections.

    • Offer incentives such as collaborations and recognition.

    • Strengthen community identity, build trust with new viewers, and broaden campaign reach.

Narrative

Donate to protect your ocean.

Content Pillar 3

Connection

  • Emotionally engaging narratives, including stories from

    volunteers, interns, and activists.

  • Through the lived experiences of contributors, urban audiences understand the urgency of preserving environments.

Narrative

Donate to fuel youth-led change.

Content Pillar 4

Inspiration

  • Show how young people can participate in the campaign.

  • Examples that demonstrate the expected content format.

Duet Challenge

How do you fight plastic pollution?

tag @OceanUprise

#YourWaveYourVoice

CONTENT CALENDAR

CONTENT CALENDAR

CONTENT CALENDAR

▋ TARGET AUDIENCE

  • Young Australians aged 16 to 30, including students, emerging professionals, activists, and environmentally conscious consumers. Largely urban-based, often distanced from the natural environments affected by marine pollution. 

  • Platform choices reflect generational preferences. Deloitte’s 2024 Digital Consumer Trends report identifies Instagram, Facebook, and YouTube as key platforms for Millennials, while Gen Z audiences prefer Instagram, TikTok, and YouTube.

  • Engagement analysis of organisations including Ocean Uprise, Parley for the Oceans, EarthEcho, and Youth2Youth indicates that Instagram and TikTok provide the highest interaction levels for environmental content.


▋ SOCIAL MEDIA PLATFORMS

This campaign prioritises Instagram and TikTok because both platforms support short-form video content, high engagement rates, and strong youth audiences. Content should avoid overt criticism of political institutions to

prevent potential removal on TikTok. Instagram rewards emotionally resonant content that aligns with algorithmic trends, while TikTok requires dynamic, culturally aware posts. 

▋ SOCIAL MEDIA ANALYTICS

  • Key metrics include engagement rate, click-through rate, comment quality, and audience demographics.

  • Hootsuite will be used to analyse these metrics, as it consolidates data from multiple platforms and provides insights into audience behaviour, content performance, and trend monitoring. 


▋ MANAGAING COMMUNITY

  • Given Australia’s multicultural society, the campaign prioritises inclusivity across race, ethnicity, gender, sexuality, culture, socioeconomic status, age, physical ability, religion, and ideological background.

  • Strong community management prevents misinterpretation, protects the organisation’s reputation, and fosters a safe space for advocacy.

JOYCE W. YIP

JOYCE W. YIP

JOYCE W. YIP