Question How You Hydrate - Plastic Service Announcement

Lonely Whale is an incubator for courageous ideas that drive impactful change on behalf of our ocean. Merely 3% of all philanthropic giving is allocated to the environment, and only 1% of that is dedicated to communications. To bring people closer to the ocean, Lonely Whale wants to transform conservation communications by acting like a leading brand, “selling” the concept of a healthy ocean through creative campaigns.

Building on the success of its “For A Strawless Ocean” campaign, on track to remove ~15 billion straws from circulation, Lonely Whale launched “Question How You Hydrate,” which targets single-use plastic water bottles, during World Oceans Week 2019. With creative direction from Young Hero, the campaign addresses a seemingly unsolvable problem: 500 billion plastic bottles are used around the globe annually and are among the top five items found in beach cleanups.

As its central tentpole, Question How You Hydrate employed a “Plastic Service Announcement” (PSA) featuring diverse celebrities and environmentalists encouraging viewers to question how they hydrate and seek sustainable alternatives to single-use plastic bottles.

Unlike traditional PSAs, which can be dark and overly serious, Lonely Whale built a bright, vibrant world. The PSA video includes a tongue-in-cheek sales pitch from Zooey Deschanel, vigilante work by Jason Momoa, and some wise words from Diplo: “Water bottles – don’t f**king use them.”

To attract Millennials, the PSA featured celebrities and influencers who represented their target audience, including Adrian Grenier, Aidan Gallagher, Cristina Mittermeier, Daniel Franzese, Erik Ellington, Hayley Law, Jamie Lynn Sigler, Jesse Boykins, Kealamakia Naihe, Nia Sioux, Pierre Don't Care, Pixie Geldof, Rachael Leigh Cook, Sky Brown, and Vic Mensa.

To date, the PSA has earned 340,000 views. The powerful and action-inspiring video also effected change in the marketplace, as Lonely Whale worked alongside the makers of Vita Coco to launch sustainable water brand Ever & Ever in resealable aluminum cans. This caught the attention of Pepsi and Coca-Cola, which subsequently announced plans to switch to aluminum for Aquafina and Dasani.