Greenpeace ad warns of deep-sea mining risk and calls on UK government to take action
It’s the first work for the organization from creative agency Elvis.
One of Elvis’s new ads for Greenpeace / elvis
Greenpeace says that deep-sea mining could pose a detrimental environmental impact equivalent to deforestation.
To communicate this parallel, it unveiled a series of billboards depicting wooded areas as though they are underwater.
Deep-sea mining is an emerging extractive industry that removes mineral deposits from the ocean’s seabed. If allowed, huge machines that could weigh more than a blue whale will be lowered to the ocean floor where they will strip, dredge or cut deposits from deep ocean ecosystems. It may have a devastating impact and more than 750 scientists have called for a halt to the industry before it starts.
Calling on the UK government to act, each ad reads: “Deforestation is a catastrophe. Deep-sea mining doesn’t have to be another. Our government can help stop it before it starts.”
Ariana Densham, head of oceans at Greenpeace UK, said: “If allowed to start, deep-sea mining would be a catastrophe for our oceans and marine life. The UK government calls itself a leader on ocean protection and yet it’s refusing to back calls from hundreds of scientists as well as other governments around the world for a pause or moratorium.
“We have one moment in history to stop deep-sea mining before it starts, which is why we’re launching this urgent campaign. We hope these simple, powerful ads, developed in partnership with Elvis, will cut through the noise, grab attention, and encourage people to voice their concerns.”
The campaign is running across digital out-of-home and press.
Alexandru Vasile, creative director at Elvis, added: “As the activity and consequences of deep-sea mining remain underwater, and our attention is captured by crises closer to home, it’s difficult to get people to understand the threat it poses, particularly as awareness of the issue is low.
“So, we decided to liken deep-sea mining to deforestation, a known and understood ecological crisis, to make its devastation feel real and easy to comprehend.”