Team One supports Heal the Bay with “We’re All Lifeguards”, a new integrated ad campaign that targets L.A.’s highly-urbanized communities for coastal cleanup efforts.
In an effort to generate greater awareness around ocean advocacy, Team One has launched an integrated ad campaign for Heal the Bay targeting both coastal and inland communities while encouraging participation in Coastal Cleanup Day.
Contrary to popular belief, the vast majority of local ocean pollution is caused by inland runoff. The campaign’s headline, “We’re All Lifeguards,” speaks to this shared responsibility among all Los Angeles residents to sustain and preserve the county’s waterways.
The ads—which feature the legendary Southern California lifeguard logo—bring the message to life with images of a diverse cross-section of Heal the Bay volunteers. The campaign includes print ads, billboards, wild postings and postcards, with ads running in The Wall Street Journal, Angeleno Magazine, Los Angeles Magazine and on LATimes.com, Runnersworld.com, Sunset.com and UrbanDaddy.com.
Large print placements are posted in bus shelters and billboards throughout coastal and inland locations. The agency is also conducting a comprehensive public relations campaign for Heal the Bay and has created a community blog where Coastal Cleanup Day site captains and volunteers can document and share their experiences and progress.
This year marks the 25th annual Coastal Cleanup Day where tens of thousands of California residents will canvass local beaches, parks, creeks, lakes, highways and alleys to remove ocean-bound trash, making it the world’s largest single-day volunteer event.
About Team One
Team One is a full-service agency, including comprehensive brand consultancy, strategic planning, media planning and buying, relationship (direct) marketing, event marketing/ promotions, interactive/digital services, web developments, public relations, design and collateral.
Headquartered in El Segundo (Los Angeles), California, and a division of Saatchi & Saatchi, the agency has been Lexus’ agency of record since the brand’s inception 20 years ago.