Ocean Wise · Ocean.org
A world in which oceans are vibrant and flourishing
Telling the ocean's story to a generation.
Services
We partnered with Ocean Wise (the new name for the Vancouver Aquarium) to launch Ocean.org — a digital platform built to engage millennials worldwide on the future of our oceans.
01
Challenge
The Vancouver Aquarium had a vision for Ocean.org that reached far beyond its building in Stanley Park — meeting millennials wherever they live, on digital and social, to engage them on the plight of oceans in the age of climate change and inspire action.
02
Idea
Through deep consumer-insight and best-practice research on engaging millennials in cause-based work, we envisioned a platform that would inspire positive action on a difficult subject — the challenges facing our oceans, including pollution. We knew video storytelling would be the first key step.
03
Solution
Across six months we helped articulate the vision and mission, researched consumer insights and best practices for cause platforms, developed the business model, defined the digital strategy, mapped customer journeys, ran a staffing and skills audit, and produced the first series of video stories that became the platform's initial engagement points.
04
Outcome
A new platform that brings the Vancouver Aquarium — under its new Ocean Wise brand — to a generation of millennials who care about the ocean: positive stories to share, challenges to learn about, and tools to take action with measurable results.
“Kumu Agency have a unique ability to understand the vision we put forward, providing in-depth research and helping refine and articulate a vision that aligned our values with an increasingly engaged digital millennial. It has really created a new business model — one that enhances our mission.”