11th Hour Racing
“The Ocean is Closer Than You Think”
_SECTOR: ENVIRONMENTIn Newport County, Rhode Island, the need for sustainable environmental practices has become increasingly apparent as the impacts of climate change intensify. To address this, 11th Hour Racing, Black Earth Compost, and Emergence Creative partnered to launch a targeted campaign aimed at increasing awareness of and participation in curbside composting.
Titled "The Ocean is Closer Than You Think," this initiative linked composting to something Rhode Islanders care for deeply: the ocean. Utilizing surreal imagery and a compelling message, the campaign focused on educating residents about easy composting options that directly benefit ocean health. This effort not only increased awareness and participation, but also laid the groundwork for future sustainability efforts in the region.
Campaign Development | Copywriting | Graphic Design | OOH | Public Relations | Strategy | Research | Paid Social Media | Organic Social Media | Motion Graphics | TV | Web Design_THE CHALLENGE
Despite the critical role of composting in reducing greenhouse emissions and improving ocean health, many Newport County residents were unaware of their composting options or perceived the process as too difficult. Recognizing these barriers, 11th Hour Racing, Black Earth Compost, and Emergence Creative partnered to devise a strategy that would simplify composting and encourage broader community involvement.
_SEARCHING FOR THE SIGNAL
Through a series of expert interviews and an extensive survey conducted by SIR in the Narragansett Bay Watershed, Emergence uncovered a shared community value: protecting the ocean. While many residents were willing to start composting, their hesitation stemmed largely from a lack of knowledge and perceived complexities. The research indicated that residents were open to learning and engaging, especially if residential pickup services were highlighted as convenient solutions. These insights led us to develop a campaign that emphasized the easy access of curbside composting and its direct link to ocean health.
_EMERGENCE
Leveraging surreal and captivating imagery, the campaign conveyed a simple yet powerful message: "The ocean is closer than you think." This approach aimed to make an immediate visual impact and direct audiences to a dedicated landing page where they could sign up with Black Earth Compost. The strategy included a comprehensive mix of media platforms – ranging from digital ads on Meta and Google to local news coverage and cable TV – to reach a broad spectrum of residents in Newport County.
_EVOLUTION
The campaign exceeded its goal to foster a deeper community understanding of the environmental benefits of composting. Our strategic use of diverse media channels resulted in:
Over 5 million impressions (surpassing our goal by ~1 million)
Over 1.4 million video views (surpassing our goal by 300k)
Over 17,000 clicks (nearly triple our goal)
This success demonstrates not only the campaign's broad appeal, but a clear desire from audiences for nontraditional environmental messaging that stands out from the standard “green” messaging they’re accustomed to. This sets a solid foundation for future expansions, potentially increasing the geographic scope and incorporating more partner organizations to amplify impact.
