Adobe asks app shutterbugs to dive into #OceanLeague campaign for marine health

Brief:

Adobe this month partnered with the United Nations Environment Programme (UNEP) and The Ocean Agency on a campaign to raise awareness about climate change and pollution. As part of the Ocean League effort, the software maker created lenses for its Adobe Photoshop Camera app to let people take selfies in underwater worlds and share them on social media, according to an announcement.
U.N. Goodwill Ambassadors, who are selected to help focus attention on the organization's work, and environmental activists are supporting the Ocean League campaign by urging people to share their digital creations with the #OceanLeague and #GlowingGone hashtags. #GlowingGone refers to last year's campaign to raise awareness about the plight of oceans.
U.N. Messenger of Peace Jane Goodall and ocean advocates including Philippe and Ashlan Cousteau are participating in the Ocean League push, which takes place ahead of the U.N. Biodiversity Summit on Sept. 30.

Insight:

Adobe is using its expertise in design software for creative professionals to help engage online audiences with the Ocean League campaign, whose partners include the U.N. and The Ocean Agency, an international nonprofit organization dedicated to marine conservation. By urging people to share creative works made with the Photoshop Camera app, the effort can reach more people, including younger audiences who are heavy users of social media and tend to be more aware about environmental causes.

Gen Z, in particular, is more willing than older generations to pay more for sustainable brands, per a study by First Insight. The digital research company found that 73% of Gen Zers are willing to spend more on companies with a sustainable focus, compared to 68% of millennials, 55% of Gen Xers and 42% of baby boomers who said the same. More than half (54%) of Gen Zers are also willing to pay a premium of 10% or more for environmentally friendly products, the survey found.

Adobe's collaboration with the U.N. and The Ocean Agency follows a similar effort last year to raise awareness about the plight of marine life and coral reefs. The software maker worked with color standards company Pantone on the "Glowing, Glowing, Gone" campaign that included a design challenge for brands. They asked marketers and the creative community to use a fluorescent color scheme inspired by coral in their designs, with a chance to see their displays at events such as the Abode Max creativity conference, The Drum reported. The #GlowingGone messaging has extended into the latest iteration of the campaign concept.

This year has included a variety of cause-driven digital efforts inspired by environmental concerns, the coronavirus pandemic and protests against racism and police violence. Recently, Hellmann's Canada created a virtual island in the hit video game "Animal Crossing: New Horizons" to urge people to turn their digital food waste into donations for real people in need. Home furnishing company Ikea sponsored a livestreamed "I-Kiki" event to promote equality and LGBT inclusion, while donating to charities that support those causes.