WHY ?
Let’s be direct: One post about Coastal Debris currently gets around 10 times less engagement than one about Operation Bloody Fjords, and trails behind all other campaigns in terms of traction in our social (engagement means how much people interact with a post : likes, shares, comments, saves)
Why it matter ? Plastic pollution crisis is so massive that beach cleans won’t solve it. They’re symbolic actions. Their true value is in raising awareness. And if awareness is the goal of that campaign, then traction is essential.
Does that mean people don’t care about plastic debris?
No, we just need to hit the target. If we get it right, Project One Wave , the Coastal Debris Campaign could actually be the campaign that generates the most views, simply because we’re not limited. We can be funny, light, and creative in ways we can’t be with other campaigns.
Why videos ?
Photos and text will not get attention anymore, We’re in a war for attention spans. We have to fight with the same weapons.
Reports and photo carousels still have their place on Facebook and LinkedIn , they can connect with a specific audience, especially those who joined the beach clean. So you're welcome to keep sending them; we’re still posting. But you don’t have to, we encourage you to think beyond that.
WHAT ?
1.THE HOOK
If you need to focus on just one thing, make it the hook, the moment that makes people stop and watch. Nail that, and you’ve already done 90% of the work.
A hook isn’t something you add later—it’s the first thing you need to think about, even before you set foot on the beach. Make it your top priority. You don’t need to know how to edit, just share the idea with Elven, and he’ll make it happen. As long as you’ve got the hook, we’re good.
Seem complicated ?
The easiest hook? Use the idea in the intro video, grab a viral clip and create a part 2 of it, in your own context. It’s fun, quick, and instantly builds on existing curiosity and momentum.
2.THE INTENTION
No script needed, in fact, we’d rather you don’t read. Just be natural. Don’t overthink it. Choose something you genuinely want to talk about and go for it. Or, if you prefer, plan your question so others can answer it for you.
3.HAVE FUN (and keep it short)
Have fun with it, don’t aim for perfection. Just imagine you’re on a video call with friends or family. Keep it light, authentic, and in the moment.
Remember, we’re looking for short, 1-minute content, especially if you’re just starting out. Don’t worry about making it long or polished. Don’t spend your whole beach clean behind your phone either, if something comes to mind that you want to say or show, just hit record and go for it.
No need to edit if you don’t want to, you can just send it to Elven and we'll take care of it. Just press the lemon! 🍋
Don't overthink it, just point the camera and shoot. This is the first participant's video we've received, and it's already amazing.
HOW?
CONSENT FROM THE PUBLIC
Get them saying on camera:
"Yes, I agree to be filmed and for this to be used on the social media of Paul Watson Foundation UK ."
If minors are involved:
You absolutely need written permission from a parent or legal guardian, which should be signed in the participation form.
COLLAB
The best way to bring this to life is by activating the community, every one of you can create something: a post, a short video, a carousel, a photo, whatever feels right to you!
On Facebook, add Project One Wave as a collaborator on your post (only work on computer). If it really stands out, the main Paul Watson Foundation UK page might share it too!
Make sure you select “Public”
for post visibility before publishing.
*If you don’t see the “Invite Collaborator” option when posting, don’t worry, it’s a known issue with Facebook and some accounts.
In the UK for now Facebook doesn’t allow everyone to invite Pages as collaborators , only selected users have that option.
Please just post your photo/video publicly, tag our Pages, you will still appear in the feed of the page.
On Instagram it work 100%! Tag and/or invite @project.onewave and @paulwatsonfoundation.uk as collaborators, if your post it’s catchy, we’ll accept the collab! And if we’re the ones sharing your post, don’t hesitate to send your handle so we can tag you and invite you to collaborate the other way around.
If you want a classic report like the ones we've done before, send your photos to a coordinator. If you're ready to dive into video, send them to Elven.
And if you'd like to learn how to edit, happy to teach you, it’s a skill that can be useful in so many areas!
