Homegrown voices making waves
To elevate Discovery Channel Africa's Shark Week, the challenge was clear: boost visibility, drive earned media coverage, and expand audience reach. Our strategy centered on amplifying the local conservation narrative, strengthening media relations and increasing viewership through relevant programming and talent. We crafted an integrated communications campaign that prioritized responsible storytelling and empowered viewers to become active participants in shark conservation. Featuring prominent African voices like Zandile Ndhlovu, Leigh De Necker, and Dr. Alison Towner, the campaign brought authentic perspectives to the forefront. By partnering with organizations like the Black Mermaid Foundation and SharkSpotters.org, we created exclusive ocean excursions, secured impactful media interviews, and fostered ongoing social media engagement, amplifying the message of conservation.
Delivering a powerful bite
By embracing local talent, responsible storytelling, and innovative engagement tactics, the campaign sparked meaningful conversations around shark conservation, redefined how African audiences connected with Shark Week and delivered results that exceeded expectations.
