The Uncomfortable Truth
One Club Miami Creatives on the Beach: WINNER
Nothing’s worse than wet socks… well, except for sewage in your water. For the Creatives on the Beach competition, teams had two hours to come up with a viral instagram campaign raising awareness about sewage in the Miami waterways.
Start of campaign: TikTok/Instagram post
Think having wet socks is uncomfortable? Try being an ocean polluted with sewage. To show how you stand in solidarity with the polluted Miami waterways, post a picture or video of yourself standing in water with socks, using the hashtag #theuncomfortabletruth If you can’t complete the uncomfortable challenge, you have to donate $20 to the Florida Water Environment Association. Good luck! 👍
#creativebeachmia @oneclubmia @surfridermiami
Campaign Posts
Nothing’s worse than wet socks. Well, except for sewage in your water. Post your sock beach pics with the hashtag #theuncomfortabletruth #creativebeachmia @oneclubmia @surfridermiami
What a beautiful day to recycle and dip our socked toes into water 😊 post your wet sock pics and vids with the hashtag #theuncomfortabletruth. That is, if you don’t hate the oceans... 😳 #creativebeachmia @surfridermiami @oneclubmia
No water? No problem. You can get creative with #theuncomfortabletruth challenge. #creativebeachmia @oneclubmia @surfridermiami
With our campaign “The Uncomfortable Truth”, we won the Sustainability Cube Award.
The campaign concludes with a call to action, where everyone who completes the ‘Uncomfortable challenge’ sends a pair of their wet socks to the city’s legislators. If the legislators don’t make a change,
packages of wet socks will end up at their desk.
Concept: Joelle Dunkley Matt Karas
Copywriting: Matt Karas