AUCKLAND, Tuesday: Gulf Guardians and Okuma New Zealand have teamed up to release a new campaign to help “turn the tide” and regenerate the Hauraki Gulf.
Launching across MediaWorks’ out-of-home network in Auckland and its nationwide radio network, the campaign challenges the audience to think of the mussel as more than a salty, bearded mollusc – it’s saving our ocean.
Mussels are underwater eco-vacuums that stabilise the seafloor, create a food source and support a thriving ecosystem. A simple mussel can single-handedly filter up to two bathtubs of water a day.
Gulf Guardians philanthropy director Tim Kay says that below the surface, the health of Tīkapa Moana (Hauraki Gulf) is seriously declining and urgent action is required to restore its pristine health for future generations.
“We wanted to create a campaign ‘above the water’ that highlights what’s going on beneath the surface.”
“Over the decades, the urbanisation of the Tīkapa Moana catchment area, farming, fishing practices and climate change have all taken their toll,” he said.
“We are delighted to have Okuma on board to help us on our mission to regenerate the Hauraki Gulf and we hope that this campaign will reach New Zealanders who care about the Gulf and want to contribute in a high-impact way.
“We wanted to create a campaign ‘above the water’ that highlights what’s going on beneath the surface.
“Soon the Hauraki Gulf will be filled with boats and keen fishermen, so it’s more important than ever that we focus on regenerating the health of this important national park.”
Gulf Guardians is a purpose-driven fund powered by Auckland Foundation providing support to the vital work being done to regenerate the health of the Hauraki Gulf.
Grants from the Gulf Guardians Fund target the highest impact areas, including mussel beds and wetlands restoration.
CREDITS
Clients: Gulf Guardians and Okuma New Zealand
Media & PR Agency: Lassoo Media & PR
Creative: Smithmade
Media partner: MediaWorks
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