Fishing for Cool Examples

Research is a fundamental part of our work as design thinkers, it enable us to create the basis for the project. It enables us to understand what is related with our client’s issue and how these relationships can affect our project in positive or negative ways.

Our team wants to help Oceana in its campaign #StopOverfishing by providing an effective campaign strategy that can engage as many people as possible in this important issue.

For our first phase of research we focused on the analysis of Oceana’s campaign, first understanding its strengths and weaknesses and then we moved to a more broader analysis, making an analysis of existing successful campaigns and focusing on these case studies. This is how we were able to identify two Cool Examples that will enable us to generate useful insight for our particular situation.

Cool Example #1

ShareTheMeal is an initiative of the United Nations World Food Programme (WFP). It’s means for its primary call to action is a crowdfunding smartphone application to fight global hunger. It enables users to make small donations to specific WFP projects and to track its progress. As of March 2017, ShareTheMeal has shared over 12 million meals.

To sum up we identified these elements as fundamental in the success of this campaign:


  • The name and the hashtag is the act itself
  • Recognizable and uniform visual communication
  • Clear channels to use


  • Underline the impact of a user’s action — Your action becomes the solution
  • Simplicity
  • Simple call to action
  • User friendly interface
  • FAQ to guide you in the process


  • Few, simple, easy to understand information with different levels of deepness
  • Strong link between the values of the campaign and the communication
  • Reassurance (use of influencers, medias…) puts trust in the campaign

Cool Example #2

Our second cool example is far from the world of NGOs but is interesting for its characteristics of virality and creativity. Everything started when Red Bull discovered a photo on Twitter in which the photographer held the can in front of a Mini Cooper parked far away, suddenly making the Mini look like a Red Bull Mini. Thanks to that, the brand decided to launch the hashtag #PutACanOnIt and in just a few months, almost 10,000 original #PutACanOnIt photos were uploaded and hashtagged across Instagram and Twitter.

In this case we can say that engage people in creative and simple challenge, express clear values and include the “call to action” in the hashtag was fundamental elements in the popularity of this phenomenon.

To conclude we can say that to succeed in this jungle of network, is not enough to be clear and have a strategy: engage people is the key to make big number and have an impact. According to Jonah Berger’s study, assistant professor at the University of Pennsylvania’s Wharton School, “When people are aroused, they are much more likely to pass on information”. With just a few words, we are more likely to share emotions rather than information: “It’s difficult to communicate strong feelings when we’re not communicating face-to-face,” Mr. Berger says. “But sharing content on the Web allows us to get a parallel kind of connection”.

Arturo’s next step will be take our research process to the field and meet people in order to understand audience’s true understanding of the #StopOverfishing campaign. We need to understand what causes people’s attention and engagement; through interview and surveys we want to detect other useful insight for Oceana’s campaign.

Keep tuned for more updates!