INNOVATION x DIRECT MARKETING x INTEGRATED MARKETING
Palau, a Micronesian nation in the Pacific, has seen a massive growth in tourist numbers, particularly in the past three years. Tourism provides wealth, but mass tourism - when large numbers go to a destination - can have positive and negative impacts. Like Palau, many destinations are popular because of their rich biodiversity. These fragile environments are often under the most pressure. Today mass tourism threatens everything from oceans and beaches, to coral reefs and marine life.
Many new visitors to Palau, from developing markets, don’t share the same conservation mindset as Palauans. The challenge was to find a balance between encouraging tourism without compromising the environment.
The Palau Pledge, created to unify action to protect Palau’s environment, mandates all visitors sign an environmental oath - stamped inside their passports - before they can legally enter the country. It's a formal promise to Palau's children to protect their future.
The agency brought together the client (the Palau Legacy Project, a sustainable tourism marketing body), the government, the tourism industry, and citizens to implement this new policy. Immigration law and customs processes were changed permanently.
The Palau Pledge shows tourists their role in protecting Palau. It’s a pioneering approach to conservation, activating social pressure to drive behavioural change. By modelling to visitors a responsible way to travel, locals are creating a better alternative where their natural and cultural resources are respected.
Launched at the UN and supported globally by leaders and organisations in politics, conservation, and tourism, the Palau Pledge is a pioneering innovation for good. Palau is the first country to include environmental practices into its immigration laws.
AGENCY: Host/Havas, Sydney
ROLE: Creative Director x Copywriter
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GRAND PRIX TITANIUM CANNES LION
GRAND PRIX SUSTAINABLE DEVELOPMENT GOALS CANNES LION
GRAND PRIX DIRECT MARKETING CANNES LIONS
2 silver lions, 1 bronze lion
2+ million tourists will sign pledge in next 10 years
japan and new zealand HAVE expressed interest in creating their own pledge
1.7 billion earned media impressions IN FIRST 4 WEEKS ($0 paid media)
ENDORSED BY UN, WORLD ECO FORUM, GREENPEACE, WWF, CONSERVATION INTL, LEONARDO DICAPRIO, FORMER US SECRETARY OF STATE, JOHN KERRY, AUSTRALIAN GOVERNMENT
The Palau Govt passed a new law on December 6, 2017, directing immigration officials to use the Palau Pledge entry visa stamp.