Agency:
Momentum (MENA)
The Team:
Marco De Albuquerque, Malak Sadek, Tanit Hakim, Sucharita Bose, Jessica Younes,
Chris Booth, Carine Abou Jaoude, Sabine Massaad, Zena Dawalibi, Rana Najjar

Challenge:
Our challenge was to raise awareness about marine conservation among children, many of whom only understand the sea at a surface level.

Insight:
When asked to draw the sea, most children illustrated only its surface, revealing a limited awareness of the marine ecosystems beneath. This highlighted the need to deepen their understanding of the ocean.

Solution:
We launched a social experiment where children were first asked to draw the sea, and then taken on an immersive experience at SeaWorld Yas Island Abu Dhabi. Afterward, they were asked to draw the sea again. The transformation in their drawings was striking, reflecting a newfound appreciation and deeper understanding of what lies beyond the surface.

See the experiment here