Surfrider's mission is the protection and enjoyment of oceans, waves, and beaches through a powerful activist network. The foundation consists of everyday people — moms, teens, brothers, uncles, anyone who loves the water and being near the ocean.
When we hear of political activism and advertising, we usually think of the serious-toned monologue filled with dramatic pictures and all things negative. But Surfrider campaigns are different. Below is a PSA (Public Service Announcement) called "Pet Fish". The story is about a little girl and her dad flushing her dead pet goldfish down the toilet. Throughout the PSA, she has a frown on her face, despite all the things her dad tries to do for her to cheer her up. At the end of the PSA, she screams and we see that the goldfishes they have flushed has washed up on shore right at her feet. The way this PSA has been executed is successful in my opinion because it takes a serious matter and is able to emphasize its effect on us without having to have serious tones. It would be tricky to portray such matters with a light heart without disengaging viewers about the issue, but given the target audience of families/people who love the beach, I think it does an excellent job of putting things plain and simple from their perspective.
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