In September 2023, amidst the celebration of International Coastal Cleanup Day, the Ministry of the Environment in Cape Verde took a bold step to reinforce environmental awareness, especially among the younger generation. With the return to school coinciding with this global event, the Ministry saw an opportune moment to instill the importance of environmental preservation from childhood.
The initiative, aptly named “The Trash Aquarium,” was both a guerrilla action and a social experiment rolled into one. Selected schools were surprised with the installation of aquariums filled with real fish alongside signs that boldly stated: “THROW GARBAGE HERE.” The intention was to observe the reactions of the students through hidden cameras strategically placed in the vicinity.
As curiosity and confusion mounted among the students, the true purpose of the aquariums was revealed. Members of the Ministry’s team approached the students and distributed pamphlets bearing the message: “IF YOU CAN’T HEAR TRASH HERE, DO THE SAME ON THE BEACHES.” This simple yet impactful statement aimed to encourage the students to carry the lessons learned within the school premises to the beaches and beyond.
The pamphlets, distributed to the students, also contained crucial information about the detrimental effects of garbage on marine ecosystems and humanity as a whole. Additionally, it clarified that the initiative was spearheaded by the Ministry of the Environment, emphasizing its commitment to environmental preservation.
The reactions of the students, captured by hidden cameras, were compiled into a compelling viral video that garnered attention on social media platforms. Through this video, the message of environmental awareness reached a broader audience, further amplifying the campaign’s impact.
“The Trash Aquarium” campaign, executed by the Cape Verde Government in collaboration with the ad agency Mantra, represents a creative and effective approach to promoting environmental consciousness. By targeting schools and engaging students in a thought-provoking experiment, the Ministry of the Environment succeeded in fostering a sense of responsibility towards nature and instilling the importance of waste management.
This initiative underscores the government’s dedication to public utility and environmental sustainability. By leveraging ambient and digital media channels, the campaign effectively conveyed its message to the public, contributing to a collective effort towards a cleaner and healthier environment.
In conclusion, “The Trash Aquarium” stands as a testament to the power of innovative campaigns in driving meaningful change. Through strategic planning, creative execution, and effective communication, the Cape Verde Government succeeded in sparking conversations about environmental stewardship and inspiring action among the younger generation. As we move forward, initiatives like these serve as valuable reminders of the collective responsibility we bear in preserving our planet for future generations.
