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The Irony of Deflation: A New Campaign Raises Awareness on Inflatable Waste

Discover the surprising way McCann tackles the issue of abandoned inflatables with a clever campaign for Thomas Cook and The Marine Conservation Society.
By VIBING
By VIBING
In an imaginative bid to tackle environmental neglect, a deflated dolphin becomes the unlikely hero. This ploy by McCann Birmingham raises the alarm on the overconsumption of holiday inflatables.

While sundrenched holidays conjure images of relaxation and fun, not everything left behind in the sand sparkles under the sun. At the heart of a striking new campaign lies a deflated truth: inflatable pool toys are wreaking havoc on our oceans.

Here’s why we need to talk about your next beach toy purchase:

  • Millions of inflatables are discarded on beaches worldwide annually, presenting a severe threat to marine life.
  • Eco-conscious travelers are now urged to reconsider their one-time-use habits and opt for sustainable enjoyment of our seas.
  • Adopting practices of reusing and recycling inflatables can significantly reduce this overlooked source of ocean pollution.

To capture the urgency of the matter, a collaboration between Thomas Cook, The Marine Conservation Society, and McCann Birmingham unveiled an attention-grabbing advertising campaign. Utilizing heart-wrenching imagery of deflated marine animal inflatables on beaches, they’ve started a conversation that can no longer be deflated by ignorance.

The campaign unfolds startling statistics from YourSayPays, commissioned by Thomas Cook, highlighting the frivolous consumer behaviors: a whopping 37% of sun-seekers buy new inflatables, yet less than half consider reusing or recycling them. The aim is crystal clear: instigate a wave of change through powerful visuals and statistics.

Eye-catching ads not only take over airports but grace our social feeds, ensuring the holiday spirit doesn’t overshadow our environmental responsibilities. With 34% of surveyed travelers admitting they would have recycled—if only the facilities were provided by hotels—it’s clear there’s a chance for the tourism industry to join the swell and support conservation.

Tipping the scale from neglect to action, the campaign highlights a simple yet pressing message: our sea life depends on our choices. With each responsible decision, holidaymakers can support marine life over litter life, choosing a future where inflatables don’t lead to deflated ecosystems.
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