The campaign is to help raise donations for Heal the Bay to build out an aquaculture space underneath the Santa Monica pier. Heal the Bay is an environmental nonprofit dedicated to making the coastal waters and watersheds in Greater Los Angeles safe, healthy, and clean. Aquaculture is the breeding and harvesting of organisms in a water environment; if done properly, it's an incredibly sustainable way to feed a large number of people. Rather than following the traditional formula most fundraisers use of pulling on donor’s heartstrings, AquaCult entices the viewer to “join the movement” as if by donating they’d be joining a cult.

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Strategy: Mistique and intrigue

Design Concept: Etherial and mystical abalone