The Challenge

In honor of Dr. John Nightingale, longtime CEO and president of Ocean Wise, a leading conservation organization, Ocean Wise engaged Yulu to design an original public engagement initiative that creates a vast network of youth in driving ocean health innovations. The program will further Dr. Nightingale’s core vision that a healthier planet and more sustainable future is only possible through collective action by all.


The Strategy

Through Yulu’s exhaustive benchmarking research and strategic process, we identified the unique niche Ocean Wise occupies in the competitive environmental non-profit sector: an organization dedicated to empowering direct action to protect ocean health. Based on these insights, we synthesized tailored creative concepts designed to meaningfully reach youth and advance their solutions for improving ocean health.


The Results & Impact

Yulu designed the Ocean Wise Innovator Lab, a global project-based competition for youth aged 13-30, including high school and post secondary students, youth clubs and community organizations and startups.

The Innovator Lab elevates youth voices by providing mentorship from leading ocean experts and entrepreneurs, and educational resources that will help participants realize and share their innovative ocean health solutions. During the three month program, participants develop an innovation that tackles plastic pollution in the ocean. At the end of the program, they can submit their idea for a chance to win up to $2,500 CAD.

Yulu developed and delivered key components for program execution, including a go-to-market strategy, program ambassador and influencer engagement plan, key messaging, web copy, program branding, a creative communications strategy, a detailed program management guide and an educational toolkit for participants.

Program delivery was led by Ocean Wise, with the program supporting 175 youth participants and teams from around the world.

Yulu crafted and guided the media relations strategy for the program, from its public introduction to the announcement of the prize winners. Coverage was achieved in regional and international media outlets. A highly targeted social media and influencer campaign helped reach an audience of over 422,000.