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71-75 Shelton Street
Covent Garden, London,
WC2H 9JQ
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Oceana UK needed to expose the marine impacts of 23 potential North Sea oil fields and drive e-petition signatures against new oil exploration. Traditional demonstration approaches were being minimised by government and receiving less earned media coverage. The charity needed a campaign that would cut through the noise, generate conversation and convert public attention into measurable action, all within a compressed timeline and limited budget. The stakes were the future of UK waters.
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We partnered with Wild Card PR to deliver the Oil Field Files campaign. Our approach blended satirical activism with serious environmental messaging, transforming existing Top Trumps style design assets into compelling video and social content. We shot on location in Cornwall, integrating ambassador footage with striking coastal imagery. The campaign architecture balanced humour with urgency across 20 platform optimised social posts, a hero film and 10 ambassador video edits. Paid media targeting was designed to maximise petition conversions within a £5,000 media budget.
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Results
e-action conversion rate, 11% higher than previous campaigns of a similar nature
Cost per action from audiences, 57% below average in the UK for actions of this nature
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