Surfrider Foundation Design & Branding KEEPERS OF THE COAST - T-SHIRT by Y&R Paris

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market France
Agency Y&R Paris
Creative Director Jorge Carreno, Robin De Lestrade, Les Six
Art Director Sophie Martin, Stephanie Pasteur
Copywriter Nicolas Gerard
Photographer Julien Vallon - Louis Greskowiak
Account Supervisor Clement Chovin, Aure Tessandier, Sandrine Delabre
Released October 2011

Credits & Description

Category: Promotional Item Design
Agency: Y&R PARIS
Creative Director: Jorge Carreno (Y&R Paris)
Creative Director: Robin De Lestrade (Y&R Paris)
Copywriter: Nicolas Gerard (Y&R Paris)
Art Director: Stephanie Pasteur (Y&R Paris)
Art Director: Sophie Martin (Y&R Paris)
Photographer: Julien Vallon
Art Buyer: Sylvie Reveillard (Y&R Paris)
Account Supervisor: Clement Chovin (Y&R Paris)
Account Supervisor: Aure Tessandier (Y&R Paris)
Account Supervisor: Sandrine Delabre (Y&R Paris)
Coordinator: Brigitte Trezeguet (Y&R Paris)
Executive Director: Stephane Latxague (Surfrider Foundation Europe)
Advertiser's Manager: Johanna Borenstein (Surfrider Foundation Europe)
Charge Of Communication: Gabriel Gelin (Surfrider Foundation Europe)
Media placement: T-SHIRT - SURFRIDER SITE - 15TH JANUARY 2012

Describe the brief from the client
The Surfrider Foundation is a grassroots nonprofit environmental organisation dedicated to the protection of oceans, waves and beaches through an activist network.
Their 'Keepers of the Coast' programme encourages everyone to get involved in protecting the coastline in its own area.

It’s the local knowledge of each citizen living besides the sea – or even in the city - that makes him best placed to inform The Surfrider Foundation and act.

Describe the challenges and key objectives
The purpose of the campaign was to recruit new volunteers as Keepers of the Coast, and make them proud to be involved in the coastline protection.

Describe how you arrived at the final design
We have designed a series of t-shirts like uniforms for our Keepers of the Coast.

Uniforms are the most direct and positive way to reach them because it is:
- An item of pride and gratitude
- It helps them to recruit new volunteers

First, we made a preview by sending one t-shirt to our 100 most active volunteers. Secondly, we sent an e-mail revealing the collection of 7 designed t-shirts to The Surfrider Foundation database and relayed the message on the Facebook page. And since then, T-shirts are sold on The Surfrider Foundation website.

Give some indication of how successful the outcome was in the market
• Highly positive feedback from volunteers who are more motivated than ever
• Highly positive feedback from The Surfrider Foundation’s markets: 10 countries interested in implementing the campaign in 2012
• They particularly enjoy the messages fitting perfectly with the activist side of the programme, and the sobriety of the design, matching their values
• The Surfrider Foundation’s volunteers are more than proud to be Keepers of the Coast