In December 2009 a public awareness campaign was conducted in the Philippines by The Tbwa\santiago Mangada Puno advertising agency. The brand was Tubbataha Reefs Natural Park and they were communicating the importance of coral reef preservation. One of the print advertisements shows beautiful coral clinging on to a brown glass beer bottle. The headline says, “ Deep in Philippine waters, our treasures collect our trash.” (6) The body copy then goes on to say, “In 2001 this cluster of beautiful shells were discovered clinging onto this beer bottle. The rest of our coral reefs are struggling to survive.” (6) It then asks viewers to help save a world treasure and log on onto a website. All these print adverts show a different piece of garbage like a plastic cup and a plastic bottle being held onto by coral. They also all have different interesting headlines such as  “Why do corals cling to our garbage? Because they have no choice”, and “ 90% of Philippine coral reefs have been destroyed. 10% is trying to hang on.”  (6) This beautifully crafted campaign pulled on the public’s heartstrings by combining something natural and beautiful with something man made, mass produced and ugly. 

1.     Search results for "CORAL REEFS". 2013. Search results for "CORAL REEFS". [ONLINE] Available at: http://www.coloribus.com/adsarchive/search/?x=0&y=0&q=CORAL+REEFS. [Accessed 28 April 20)