Helping to turn the tide on coral decline with global launch for Reef Protection Factor
Published on 13th May 2025The McCann team have certainly been making waves with their innovative global initiative: Reef Protection Factor (RPF).
Working with the University of Derby, RPF is a groundbreaking sunscreen certification designed to address the environmental damage caused by chemical pollution in our oceans, helping to safeguard vital marine ecosystems, such as tropical coral reefs, from further decline.
To bring the initiative to life, they launched a powerful series of global partnerships with tourist boards and eco-organisations, including Amazing Thailand, the Tourism Authority in Thailand, which kicked off with an ‘Amnesty Boat’ event - inviting beachgoers to trade in harmful sunscreens for reef-safe Coral Care™.
In addition, they also launched a series of creative activations focused on education and awareness. These included a multi-platform programme featuring a scientific white paper detailing the research behind RPF, a children’s book titled Coral Rescue, digital OOH and social content, a large-scale sand art installation, and influencer partnerships - all designed to ignite a global conversation around reef protection.
