Sea Shepherd raise plastic awareness

Sea Shepherd, a global NGO focused on conservation of marine wildlife, is using depictions of tortured animals to raise awareness of the impact of plastic debris. A simple plastic bag seems harmless, but it can represent extreme suffering – and even death – for thousands of animals in the oceans. Two key images show a turtle and a seal suffocating, their heads trapped in plastic bags. The caption: “The plastic you use once tortures the oceans forever.” In Portuguese: “O plástico que você usa uma vez tortura o oceano para sempre”. The ads show seals and turtles in extreme agony after coming in contact with plastics from items used in our daily lives and generally discarded without any special care. In addition to the print and posters, social media and digital media pieces have been developed, and further information about the negative impact of plastics in the oceans is available at The online content also highlights tips to reduce the use of plastic on a daily basis.

Sea Shepherd turtle with head caught in plastic bag

Sea Shepherd seal with head caught in plastic bag

“Scientists warn that in 2050 there will be more plastic in the oceans than fish in the sea,” said Sea Shepherd founder and president Captain Paul Watson, concluding, “Sea Shepherd is committed to preventing this from happening – because if the oceans die, we die.”

“Unfortunately, a small and thoughtless action in our daily life can cause huge damage to nature without us even realizing it. In this campaign, we aim to remedy this by reaching the largest number of people possible, bringing awareness to the fact that with small and easy steps, we can ensure that terrible scenes like these do not happen,” says Guiga Giacomo, Executive Creative Director at Tribal Worldwide São Paulo.

Sea Shepherd carries out beach clean-ups worldwide. The US branch of the organization has a campaign entitled “Operation Clean Waves,” which collects marine debris that accumulates on offshore islands and in the middle of the ocean. Sea Shepherd also works with scientists to study the effects of microplastics on marine species.

Sea Shepherd Plastic Awareness Credits

The Sea Shepherd Plastic Kills campaign was developed at Tribal Worldwide Brasil, São Paulo, and DDB Centro Guatemala, by chief creative officers Carlos Fonseca, Víctor Pardo, Julián Núñez, executive creative director Guiga Giacomo, copywriters Mateo Solórzano, Fidel Lombardi, Rodrigo Passos, Julián Núñez, art directors Ricardo Schreiner, Leonardo Siqueira, Walter López, account manager Marcel Popovic.

3D graphics were produced at Notan Studio, São Paulo.