Every year on 1 August, the world comes together to celebrate marine protected areas (MPAs) – the “nature reserves of the sea” – through MPA Day. What started as a small campaign in South Africa in 2021 has grown into a movement that unites scientists, conservationists and ordinary ocean lovers worldwide.
Flow has had the privilege of being part of the MPA Day journey since the day’s genesis, taking on the task of running the campaign’s social media and assisting with its communications to help grow awareness of the day. We were drawn by the initiative’s mission and the passion of its founders to celebrate and conserve our precious marine heritage and, despite operating with very limited resources, we leaned heavily on the power of storytelling, partnerships and strategic thinking to make a difference.
The challenge for Flow Communications in 2024 was to keep the momentum going without a budget
The MPA Alliance tasked us with taking the 2024 campaign to the next level – not just maintaining awareness of MPA Day but inspiring tangible action to protect our oceans.
The 2024 MPA Day campaign was structured around strategic pillars such as refreshing our approach, leveraging goodwill and forging new partnerships. Its fresh and engaging messaging resonated with both loyal supporters and new audiences. The MPA Alliance also tapped into the campaign’s established reputation and global conservation networks to amplify its reach, while forming strategic alliances with international organisations like Mission Blue and Protect Baltic to expand its influence and talkability.
“Seeing the impact of MPA Day grow year after year has been beautiful to witness,” says Flow Communications managing director Tiffany Turkington-Palmer. “The fight for our planet’s blue lungs never stops, and neither do we – we ensure that we continue highlighting the beauty and importance of marine protected areas. The results speak for themselves, with more and more people embracing the message and significant growth in participation, reach and impact.”
Adds Melanie-Ann Feris, social media manager and content producer at Flow, “Running the MPA Day campaign on behalf of Flow Communications for the MPA Day Alliance has been a true labour of love. This initiative has grown into an international movement thanks to the dedication of an incredible team and our partners, who all have a collective passion for ocean protection. My greatest hope is to see our work pay off and MPA Day be officially recognised as a United Nations day of importance, amplifying the vital message of marine conservation worldwide.”
Says Dr Judy Mann, executive of strategic projects at the Two Oceans Aquarium: “MPA Day 2021, 2022, 2023 and 2024 were run with absolutely no budget, with everyone putting their time and expertise into the campaign for free. The commitment of Flow Communications reveals the depth of their passion for the environment and a selflessness that is seldom seen in corporate communication companies. The oceans, South Africa’s MPAs and the MPA community owe Flow a debt of gratitude.”
