Heal the Bay, an environmental nonprofit, is looking to build out an aquaculture space. 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 donors’ heartstrings, AquaCult entices the viewer to “join the movement” as if by donating they’d be joining a cult.
To promote the fundraising event, promotional brochures will be sent out to donors explaining Aquaculture and it's benefits.
VIP donors will be sent a complimentary shellfish culinary starter kit that includes a shucking knife, cocktail forks, protective gloves, and recipe cards.
Posters will be placed throughout Los Angeles enticing viewers to scan the QR code which will take them to a landing page with more details about AquaCult.
Once scanned, the QR code leads to a microsite where users can learn more about Aquaculture, Heal the Bay, as well as the fundraising event.
At popular restaurants with outdoor dining in West Hollywood, giant tanks will surround one table as an installation to promote AquaCult. Well maintained aquaculture nets will be set up as if they were in an open ocean farm to showcase what the process looks like. A QR code on the tank will direct users to AquaCult’s website.
After the conclusion of the fundraising event, Heal the Bay employees can send out handwritten thank you notes using the campaign identity suite.