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Ghost gear: a lost fishing pot washed up on the beach at Durdle Door

Case Study · World Animal Protection · Global Ghost Gear Initiative

What is ghost gear? How I helped World Animal Protection ask divers to ‘Buddy Up’ for marine life

Ghost gear is lost, abandoned or discarded fishing gear that keeps trapping and killing marine life for years. I made two public service announcements about it with World Animal Protection and the Global Ghost Gear Initiative.

2
PSAs
Divers and fishing communities
Buddy Up
The ask
A phrase every diver knows
GGGI
Reporting app
Updated into the film
The film

Watch

Buddy Up · World Animal Protection SeaChange · Global Ghost Gear Initiative · Watch on YouTube ↗

01 The challenge

A threat that keeps killing after it is lost

Nets, traps and lines lost at sea don’t stop working. Ghost gear goes on trapping and killing marine life for years. Alliances such as the Global Ghost Gear Initiative work with governments, NGOs and businesses to tackle it, but they need people on the water to spot and report it.

I come across it myself: on a walk at Durdle Door I found a lost fishing pot washed up on the beach.

02 The insight

Speak each community’s own language

Divers and fishers each meet ghost gear in their own way, so each got a film of its own. For divers, the hook was a phrase they already live by: ‘Buddy Up’, the pre-dive check that keeps them safe.

03 Strategy

Two PSAs, two audiences

With World Animal Protection, the Global Ghost Gear Initiative and Pembrokeshire Coast Marine Reserve, we made two public service announcements: one for the diving community and one for the fishing community.

The diving film features Joanna Toole of the Joanna Toole Foundation, urging divers to ‘Buddy Up’ for the protection of marine life.

04 Execution

Built to outlast the campaign

The film was originally made for World Animal Protection’s SeaChange campaign. When World Animal Protection began pointing people to the Global Ghost Gear Initiative, we updated it with the GGGI’s reporting tools, so it still gives viewers something to do.

Anyone who finds lost gear can report it through the GGGI’s app at ghostgear.org.

07 The closing line

A diver’s habit, turned into conservation

Two films, two communities and one familiar phrase: ‘Buddy Up’ turned a diver’s safety habit into a way to protect marine life from ghost gear.

Credits

Production

Director

Andrew Davies

Production company

Campaign Film Ltd

Client

World Animal Protection (SeaChange)

Partners

Global Ghost Gear Initiative, Pembrokeshire Coast Marine Reserve

Featuring

Joanna Toole

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Need a public service announcement that lands?

The most effective PSAs speak each audience’s own language, like ‘Buddy Up’ for divers, and give viewers one clear thing to do.

If you need people to change one specific behaviour, tell me who they are.