Purpose Awards EMEA 2020: Collaboration - Best Environmental Cause Campaign

Winner: Digital Detox

Purpose Awards EMEA 2020: Collaboration - Best Environmental Cause Campaign

Winner: 'South West Dolphin Project' by Digital Detox for MARINElife

This campaign aimed to help MARINElife - the UK-based research, education and conservation charity - simplify its process of managing data, whilst finding extra resources to help them photograph dolphins in action.

The two-pronged approach was to, firstly, build a digitised database to help MARINElife organise data and images, so it could spend more time on research than admin; and secondly, create a 'citizen science' campaign site that would help gather data and raise awareness of the charity's work.

Digital Detox built a 'public citizen' science website aimed at getting the community involved in spotting and capturing images of Lyme Bay's white-beaked dolphins. The tool allowed anyone to snap a picture of a dolphin on their phone and share it directly with the MARINElife team. From there, it is saved and matched against the database, using a new time-saving tool, so they can identify the particulars of that individual dolphin against a wider population.

A PR campaign on the initiative led to national coverage on the BBC and ITV.

Digital Detox said its data management tool is currently being tested on the white-beaked dolphin population of Lyme Bay. The tool will also help researchers assess the wider environmental factors that affect where these dolphins appear, such as rising sea temperatures.

Highly Commended: 'Fight Fire with Fire' by DeVries Global for Zippo

Firelighter brand Zippo created a collection of sustainably-sourced wood emblem lighters with a promise: "Buy one, plant one." This meant for every one sold, a tree was planted. It was designed to support reforestation in the aftermath of fire. The campaign exceeded media coverage KPIs, with more than 2,300 pieces of coverage globally. More than 28,000 of the lighters were sold during 2019.


'The Innovate Irrigation Challenge' by Grayling for AB Sugar

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