FIGHTING TO SAVE OUR OCEANS

"THE OCEAN, OUR CLIMATE AND

WEATHER. PROTECT THE OCEANS LIKE
OUR LIVES DEPEND ON IT"

Campaign Proposal
Communicating Climate Change and Environmental

:
Class
IR23 - 4 SP
Lecturer:
Gracia Paramitha, PhD
 FIGHTING TO SAVE OUR OCEANS

CONTENTS

Cover .................................................................................................................. 1
CONTENTS...................................................................................................... 2
CHAPTER I ...................................................................................................... 4
INTRODUCTION .......................................................................................... 4
1.1. Background ............................................................................................... 4
1.2. Title Campaign ........................................................................................ 5
1.3. Tagline ....................................................................................................... 5
1.4. Vision .........................................................................................................6
1.5. Mission ...................................................................................................... 7
1.6. Group Members ......................................................................................8

CHAPTER II ................................................................................................... 9
DISCUSSION ..................................................................................................9
2.1. Fighting To Save Our Oceans ............................................................ 9
2.2. Target........................................................................................................10
2.2.1. Segmentation.......................................................................................10
2.2.2. Target Audience ................................................................................10
2.2.3. Positioning ..........................................................................................10
2.2.4. Objective..............................................................................................10
2.3. Strategy Objective ................................................................................11
2.3.1. SMART Analysis ................................................................................12
2.4. Project Overview ................................................................................. 13
2.5. Unique Selling Point ........................................................................... 14
2.6. Promotion/Social Media Activation .............................................. 15
2.6.1. Instagram..............................................................................................15
2.6.2. TikTok ................................................................................................16
2.7. Collaborations .......................................................................................16
2.8. Sponsors ..................................................................................................17

ALEX KEULS
 FIGHTING TO SAVE OUR OCEANS

CONTENTS

CHAPTER III ................................................................................................. 18

DESIGN............................................................................................................ 18
3.1. Logo ........................................................................................................... 18
3.2. Poster......................................................................................................... 19
3.3. Other Contents........................................................................................ 21

CHAPTER IV ................................................................................................. 22
BUDGETING ................................................................................................. 22
4.1. Estimated Budget .................................................................................. 22

CHAPTER V .................................................................................................. 23
CLOSING ........................................................................................................ 23
5.1. Conclusion ............................................................................................... 23
CONTACT US .................................................................................................24
BIBLIOGRAPHY ............................................................................................ 25
 CHAPTER I

INTRODUCTION

​1.1 Background

The Ocean, one of the most diverse places on the earth, is under threat for a
quite long time. A healthy ocean with beautiful coasts and vibrant ocean wildlife
is becoming a distant dream as the days pass. The ocean provides livelihoods for
millions of people, and food for billions. It supports amazing biodiversity and it
regulates our climate. It produces oxygen and absorbs carbon dioxide. Ours is a
blue planet, and we all depend on a healthy ocean. But our ocean is in trouble,
and we are responsible. Since 1970, marine vertebrate populations have fallen
by more than half, and the crisis is getting worse. Overfishing, pollution, and
habitat destruction have had a devastating impact on marine ecosystems and the
life they support; and now these pressures are being amplified by another
human factor: climate change.

For an ecosystem that covers 70 percent of the planet, oceans get no respect.
All they’ve done is feed us, provide most of the oxygen we breathe, and protect
us from ourselves: Were it not for the oceans, climate change would have
already made Earth uninhabitable. How? The oceans have gamely absorbed
more than 90 percent of the warming created by humans since the 1970s, a 2016
report found. Had that heat gone into the atmosphere, global average
temperatures would have jumped by almost 56 degrees Celsius (100 degrees
Fahrenheit). But as vast as the seas are, there is a limit to how much they can
absorb, and they are beginning to show it. Rising levels of CO2 in the
atmosphere and the higher temperatures it brings are changing our ocean. The
waters of the world are warming and becoming more acidic, and the damage is
already visible all around us. 2016 saw the highest ocean temperatures on
record, as well as the highest levels of CO2. Arctic sea ice receded further than
ever before. From rising seas and dying coral to extreme weather and collapsing
food webs, change is happening right now.

Changing the physical how the ocean is and chemical reality of warming
world in this case Climate change works in different ways. On the one hand,
higher temperatures mean physical changes to the marine environment:
warmer water on the ocean surface affects the way water greater depths and
disrupts complex food Webs, while changing weather patterns bring more
frequent and severe storms with implications for both coastal habitats and
fisheries. circulates at Chemically, the ocean is changing at an unprecedented
rate by absorbing more CO2 from the atmosphere, creating a more acidic
environment. Many organisms from corals to juvenile fish are struggling to
adapt. What's more, warmer seas also hold less oxygen, leading to changes in
ecosystems and species populations. The flow of waste, including plastic and
chemicals, to the seas across the world threatens the existence of several
marine species, and also human beings indirectly. According to a report, the
wastage equivalent to a truckload enters into our oceans every minute, every
day, all year long. In addition to these, human intervention, hunt for whales,
and non-eco-friendly fishing habits make the situation worse. Human Nature
examines some of the ways that climate change affects life in the oceans and
what that means for humanity. With human activities that damage the oceans
indirectly, destroy the oceans, and causes climate change will have an impact
on the oceans, among others, which leads to higher

1.2 Title campaign

The title of our campaign is “ Fighting To Save Our Oceans ”

1.3. Tagline
Our tagline is “The ocean, our climate and weather. Protect the oceans like
our lives depend on it”

Basically the Ocean, one of the most diverse places on earth, has been under
threat for quite a long time. Healthy oceans with beautiful beaches and lively
marine animals are a distant dream from day to day. The oceans provide
livelihoods for millions of people, and food for billions of people. It s


supports amazing biodiversity and regulates our climate. Indirectly, the

ocean is the key to life for humans, but on the other hand, human activities
create threats to damage to marine ecosystems such as the disposal of factory
waste which is equivalent to one truckload into our oceans every minute,
every day, throughout the year. In addition, human intervention, whaling,
and unsustainable fishing habits exacerbate the situation. Therefore, as the
young generation, we play a very important role in taking action against
every effort that leads to the destruction of marine ecosystems by protecting
the sea through small actions that have a big impact on implementation to
protect the ocean. From these problems, we find the argument that “The
ocean, our climate and weather. Protect the oceans like our lives depend on
it”. From this point of view, we ended up using that phrase as our tagline for
this campaign.

1.4. Vision

Provide climate change awareness to our society on the importance of the

role of the oceans for human life through activities such as reducing plastic
use, cleaning beaches, and being careful in using energy that produces carbon
and so on as a way to protect the oceans and hone the creativity of the
audience by participating during the implementation our campaign.
1.5. Mission

The Mission of our campaign consists of :

• Use social media as a platform to educate our society about the impacts of
climate change, especially in protecting the oceans
• Establish partnerships with communities or organizations working to
protect the ocean
• Provide information and methods on how to protect the oceans through
small actions in life such as reducing plastic use, cleaning beach, and Being
careful about energy consumption (Our energy consumption, including
carbon emissions, has a large impact on the ocean, including changing its
temperature and composition. water causing sea level rise and abnormal
climate change. Protect the oceans as simply as possible by turning off
lights when not in use, and unplugging electronic equipment when you are
not using them.)
• Provide awareness to the audience about the goal of reducing energy use
because it is a small step that has a big impact on marine protection efforts
• Use social media to encourage our society to increase creativity through
several challenges that we provide, such as an energy-themed lifestyle and
reducing the use of plastic in everyday life.
1.6 Group Members

THERESYA BERLIAN
(19110231219)
HEAD OF CAMPAIGN

Thahirah Nur Fahirah

(19110231678)
SCRIPTWRITING

Nadine Putri Ariandini

(19110230378)
COLLABORATION & PROMOTION

Marsha Edwina Yahya

(19110230674)
CREATIVE DIRECTOR

Dhimas Nugrahatama
(19110231722)
PUBLICATION AND SOCIAL MEDIA
 CHAPTER II

DISCUSSION

2.1. Fighting To Save Our Oceans

The Ocean, one of the most diverse places on the earth, is under threat for a
quite long time. A healthy ocean with beautiful coasts and vibrant ocean
wildlife is becoming a distant dream as the days pass.
The flow of waste, including plastic and chemicals, to the seas across the
world threatens the existence of several marine species, and also human
beings indirectly.
According to a report, the wastage equivalent to a truckload enters into our
oceans every minute, every day, all year long. In addition to these, human
intervention, hunt for whales and non-eco-friendly fishing habits make the
situation worse. So, our focus is not only on the impact of climate change
but also we try to increase our audience's attitude of responsibility at the
same time to save our world.

Outdoor Activities
As we know, that the ocean is one of the biggest impacts of climate change.
Some of these are 5 ways climate change is affecting the oceans:
1. Higher temperatures are bad for fish — and for us
2. Polar ice is melting
3. Rising sea levels represent a slow, seemingly unstoppable threat
4. Warming oceans alter currents
5. Climate change is affecting the chemistry of seawater

Fighting To Save Our Oceans Campaign promotes the right to a healthy

environment, including a plastic-free ocean. This is one of our goals, as On
World Oceans Day 2021, UNEP's Clean Oceans Campaign renews its global
efforts to tackle marine debris and plastic pollution, now with a focus on
how individuals can use national and international laws to drive change.

The campaign aims to break humanity's addiction to unnecessary and

avoidable plastic, nearly 11 million tonnes of which end up in the ocean
every year. Action to protect the oceans and

oceans must include a human rights-based approach, according to the latest

UNEP report: Neglected: Environmental Justice Impacts of Marine Debris
and Plastic Pollution. Such action should also build on the obligations and
responsibilities of governments and businesses under international
environmental law and human rights instruments.

2.2. Target
2.2.1. Segmentation
· Gender : Male & Female
· Age : 17 - 35
· Occupation : Student, Employee
2.2.2. Target Audience
· Internal, which is the community around LSPR Communication &
Business Institute.
· External, which are students all around Jabodetabek.
2.2.3. Positioning
This campaign is to raise public awareness about the importance of
protecting the ocean from plastic waste and similar waste, by informing and
spreading knowledge about climate change and participating in educating it
outdoors which can have a positive impact on our environment.
2.2.4. Objective
· To raise awareness about climate change to our target audience.
· To increase the sense of responsibility from disposing of trash in its place
and using paper bags.
· To make our audience understands the benefits of disposing of waste in
its place by being able to feel the long-term benefits of its responsibility.
· To increase the knowledge of our audience about the importance of
disposing of waste in its place and using paper bags.
· To make people are more concerned about the sea and our environment.
· To let people know that to save the world, you don't have to use plastic
and throw it away, and that's easy to do. All that can make our world better
always close to us.


2.3. Strategy Objective

2.3.1. SMART Analysis
Strategic objective with SMART concept which consists of: Specific,
Measurable, Achievable, Realistic, and Time-bound.
· Specific
The target of our campaign is LSPR students and foreign students LSPR
(Jabodetabek area) with an age range of 17-35 years. We chose students as
targets because we feel that students are the right market to be able to express
their voices related to this campaign because the important thing we need is
to introduce this campaign to the active hands of young people on Instagram
and TikTok who are ready to share the message already made. Through
Instagram and TikTok as platforms to voice it, we can easily track the
whereabouts of students through the hashtag campaign
#LSPRClimateChangeSolutionsCampaign#FightingToSaveOurOceansCamp
aign#ProtectTheOceansLikeOurLivesDependOnIt#ClimateChangeCampaig
n#StudentActivities#LSPRSocialMediaForSocialGood us to share stories or
good posts about them.
· Measurable
The benchmark for our campaign to be successful can be seen from two
indicators. The first indicator is seen from the number of followers on social
media, we are targeting 150 followers on Instagram Fighting To Save Our
Oceans. And for TikTok, we are targeting 50 followers on our TikTok. Then
the second indicator is seen from the number of participants who attended
the event. For 2x Question and Answer activities on Instagram Stories, we are
targeting >50 people who fill out question boxes on Instagram Stories. Then
for the photo challenge that will be uploaded by students to provide active
participation, we are targeting > 10 people who follow both on Instagram and
TikTok

· Achievable
During the campaign, we divided the online event into five parts. For the first
part of the event, we started by uploading our opening campaign. It contains
an introduction to climate change in general. In the second part of the event,
we will upload an introduction to our campaign,


Fighting To Save Our Oceans. It comprises our campaign objectives. In the

third part of the event, we will upload the impacts of climate change. It
contains the current conditions that occur in our society such as the dangers
of plastic. In the fourth part of the event, we will upload solutions from our
campaign. It consists of content about not bringing trash to beaches and seas
and planting coral reefs, and the last part of our event will be uploading about
our campaign Fighting To Save Our Oceans. This consists of going through
the Instagram platform creating a competition to post photos with the
background where the beach is doing positive activities that help protect the
marine ecosystem itself and also through the TikTok platform by holding a
competition to create videos that describe how important it is to protect the
marine ecosystem. Through the stages of activities that have been planned,
this campaign can be achieved slowly and surely.

· Realistic
Regarding the current situation of COVID-19 pandemic, our campaign will
be held online. Therefore, all campaign activities will be carried out on
predetermined social media, namely Instagram and TikTok. First, for posting
days of publication material, we choose to post three times/week, on
Mondays, Wednesdays, and Fridays. Second, the posting time of publication
material is between 19.00-20.00. Third, we have two Instagram Story
Question and Answer events. The reason is, nowadays people usually take a
break after work or study and can open their social media. The reason we
chose this time was because we took the final standard hours of the LSPR
undergraduate regular class, so that students in the morning and evening
classes could immediately follow Instagram.
· Time-bound
Our campaign will be held for three months, from Desember 4th, 2021 -
26st February, 2022.
 Project Overview

To achieve our goal of raising awareness about climate change, especially the
ocean, in our community, we will conduct an online campaign by holding
two events. The first online event through our Instagram by posting some
content about the damage to the marine environment that can cause climate
change in the form of interesting photos or videos that can make our target
audience realize how slowly climate change is happening now.Then, in
addition to posting photos or videos on Instagram, we will interact with our
audience through questions and answers on Instagram story. Through this
feature, we can interact with the audience, we can communicate by writing
questions in the questions box and we answer them with videos. We plan to
hold questions and answers 1-2 times for 1 week. The first Questions and
Answer session will be held on December 6, 2021 with the opening of
questions with the theme of introducing climate change. The second
Questions and Answers session will be held on December 8, 2021 with the
theme of the question how can we small to protect the ocean.
In addition to holding questions and answers on Instagram stories, there is a
quiz about save our ocean which lasts for 2 weeks from December 13 –
December 26, 2021. Those who can answer 5 questions correctly will get a
GoPay balance of 20k and will be announced on Instastory every night for 2
weeks.
Our main event is to invite local people to post photos with the theme save
our ocean, by posting how small things can protect our oceans with the
hashtag #saveourocean. The 3 most interesting posts will get 50k gopay
balance.


2.5. Unique Selling Point

Unique selling proposition (also seen as a unique selling point) is a factor that
differentiates a product from its competitors, such as the lowest cost, the
highest quality or the first-ever product of its kind. A USP
could be thought of as “what you have that competitors don’t. We have one
USP in this campaign that we believe can attract people attentions:

Popular Topic
In connection with the current COVID-19 situation, many people want to try
to make changes, especially for the environment, this condition as a greater
opportunity to increase public awareness of climate change. Because in a
situation like this, many people grow crops and want to try to protect the
environment more, such as reusing plastic waste and making plant pots at
home, because that way we can reduce plastic waste to protect the
environment, especially to protect our oceans and benefit ourselves.
themselves and others like people can get fresh air for air circulation in their
homes, and can calm our minds when stress comes. For the hydroponic
system or we can call it outdoor planting, people's consumption needs are
increasing and people are also aware of consuming healthy food. For
example, the people of Makassar have made more hydroponic gardens,
starting from 100 hydroponic planting holes, now it has grown to 10-20
thousand hydroponic planting holes, and can produce vegetables such as
green lettuce, pak coy, and mustard greens. Then for indoor planting, the
advantage you will get is creativity when you make plant containers from
reusable items. For example, if you can use a dried teacup as a plant
container (usually suitable for small flowers or medicinal plants), then you
can use the front few pages of a thick book as a planting medium (usually
suitable for cacti or succulents), and you can use a soda bottle as a plant pot.
In addition to reusing plastic waste, we can also recycle plastic waste by
depositing plastic waste at home to give to waste banks around the house.
2.6. Promotion/Social Media Activation

We will promote this campaign through platforms Instagram on December

3rd 2021. The reason we choose Instagram and TikTok is that these two
media platforms are often used by people, therefore it can be easier for us to
introduce this campaign to them.

2.6.1. Instagram
Instagram is one of the most famous social media in the world right now,
with 1 billion active users per month that is why our group will use Instagram
as one of our platforms to promote our campaign in the next 3 months.
On Instagram, we will create some activities that will attract young people
between the ages of 17-35 years old. Some of our activities are:

· Questions and answers instastory

We will be making Questions and Answers twice during this campaign, which
is being held in December. We chose Questions and Answers because this
activity is more flexible and in accordance with the target audience of our
campaign and can exchange information with us and the audience.
In the first question box, we give the title “what is your knowledge about
climate change?” the purpose of our group choosing the title is so that we
know how many people understand the meaning of climate change.
In the second question box, we gave the title “what are some small changes at
home to protect your environment”, our goal is to choose this title to find out
what little things they have done to protect the environment.

· Quiz
To enliven the campaign we created, we will be holding a quiz that all our
Instagram followers can take. The quiz that we will be holding is in the form
of answering 5 questions correctly and then the winner will get a gopay
voucher of 20k per quiz from 13 December – 26 December 2021.
· Post Instagram challenge and other content
We will invite the audience to post photos on their respective Instagrams and
tag us with content on small changes made at home to protect the climate,
especially at sea, with the hashtag
#LSPRClimateChangeSolutionsCampaign#FightingToSaveOurOceansCamp
aign#ProtectTheOceansLikeOurLivesDependOnIt#ClimateChangeCampaig
n#SoPRSongeCampaign#SoPRCimateActivitiesWe will also create content
Unique that aims to attract young people to contribute to this campaign,
examples of such content are fun facts about the benefits of indoor planting.
Interesting Facts must be in the content we make because it is light and easy
to understand which is more appreciated especially by young viewers.

2.6.2. TikTok
We made a challenge to invite the audience to make a video with us on the
beach and picking up trash in the sea, if you want to make a video at home
you can also make a video recycling trash or by saving water at home and
tagged to our tiktok account then using the
hashtag
#LSPRClimateChangeSolutionsCampaign#FightingToSaveOurOceansCamp
aign#ProtectTheOceansLikeOurLivesDependOnIt#ClimateChangeCampaig
n#StudentActivities#LSPRSocialMediaForSocialGood. What's interesting is
that you will be given a gopay balance of 50k.

2.7. Collaborations
We collaborated with the Instagram account
@carbonetcics the reason we collaborated with
that account is because they have a save
the ocean for the climate program.
What we think is capable of educating
us about climate change, especially the ocean.
2.8. Sponsors

Quarter Life Media

Quarter Life media is a media company engaged in social media, with more
than 5000 followers and most of its followers have an age range of 20-30
years which fits our target market, we chose quarter life media as it has great
potential in spreading education from the campaign that we run so that it is
easily accepted by the younger generation of Indonesia. Basically as the
younger generation understands the importance of the stability of the ocean
ecosystem because we live will be very dependent on the ocean. Therefore,
the role of the quarter life media is very important which helps us create a
social media campaign with the campaign name, Fighting To Save Our
Ocean. The Fighting To Save Our Oceans campaign promotes the right to a
healthy environment, including a plastic-free ocean. This is one of our goals
as On, World Oceans Day 2021, UNEP's Clean Oceans Campaign renews its
global efforts to tackle marine debris and plastic pollution, now with a focus
on how individuals can use national and international laws to drive change.

 CHAPTER III

DESIGN

3.1 Logo

The sea is one of the important ecosystems and has a big role, so our
group created a logo with a picture of waves that have the characteristics
of the sea itself and a group of fish, which is a representation of the
many living things that live in the sea, for color selection. with a “blue”
background we chose this color because it is characterized by the color
of the water itself.
3.2 Poster
 The main problem focuses on "Plastic" as the biggest
contributor to the destruction of marine ecosystems, so our
group created a poster with content that provides
"Awareness" to the general public about information about
simple steps that can be taken to change lifestyles that can
have a big impact on reducing carbon emission.
3.3 Other Contents

To attract sympathy and community participation, we have the idea of ​

creating 2 competitions, namely:
1. Through the Instagram platform, create a competition to post photos with
a background where the chili beach is doing positive activities that help
maintain the marine ecosystem itself.
2. Through the TikTok platform, a competition is held to create a video that
describes how important it is to protect the marine ecosystem.
 CHAPTER IV

BUDGETING

4.1. Estimated Budget

LIVE SAVING OCEAN COMMUNITY’S BUDGETING

 CHAPTER V

CLOSING

5.1. Conclusion
Based on the topics we discussed regarding ocean damage, we can conclude
that almost all of our ocean damage is the result of our own behavior. Even
though we should already understand very well that we really need the
oceans to live because basically as mentioned in the introduction above that
the function of the oceans for our planet is to be a source of livelihood,
feeder, oxygen provider, and also as a savior of our earth as an absorber of
substances. carbon substances that are harmful to our planet. If we don't deal
with this damage to the oceans immediately, all living things on our planet
will be threatened with extinction and also make our planet an uninhabitable
planet.

To save the destruction of the oceans and the climate on our planet, we
formed a campaign by utilizing social media, which as we know that social
media has a very big influence on human life in this era, especially the young
generation of Indonesia. This campaign that we are doing has the aim of
increasing awareness of the Indonesian people, especially young people, to
maintain the ecosystem to make our seas clean again and to stop the impact
of prolonged climate change.

As in the discussion chapter above, the campaign that we are organizing will
be as simple as possible but has a huge impact on our environment,
especially the oceans. We are very optimistic that the campaign we are
holding has enormous potential to increase public awareness to participate in
protecting our environmental ecosystem, especially the ocean, because our
lives depend on it.
“The ocean, our climate and weather. Protect the oceans like our lives depend
on it”
 CONTACT US
JOIN US
Theresya Berlian Instagram : fightingtosaveouroceans.id
+6281382288846
TikTok : @saveouroceans.id

Thahirah Nur Fahirah

+6282296565819

LSPR JAKARTA
Sudirman Park Office Campus

JL. K.H. Mas Mansyur Kav. 35 Jakarta

10220

Telephone and Fax :

(+62 21) 57943751/52

Website :
www.lspr.edu
 BIBLIOGRAPHY

https://www.marineinsight.com/environment/15-
brave-organisations-fighting-save-oceans/

https://www.conservation.org/blog/5-ways-that-
climate-change-affects-the-ocean

https://www.unep.org/news-and-stories/story/clean-
seas-campaign-promotes-right-healthy-environment-
including-plastic

https://nationalgeographic.grid.id/read/131817980/li
ma-cara-yang-bisa-kita-lakukan-untuk-mencegah-
pemanasan-global?page=2

https://www.mongabay.co.id/2021/02/15/bersiaga-
di-laut-untuk-antisipasi-perubahan-iklim/