Scientists project more than 90 percent of coral reefs will die by 2050.
How can Manda, a reef-safe sunscreen, demonstrate the impact of dying corals in an impactful way? By forcing people to imagine a world without beaches.
Through a partnership with IKEA, we will create the Dead Beach Boutique, a line of beachwear and accessories repurposed into everyday items to raise the question: What will you do with your beach items when there is no beach?"
The boutique would launch online and in-store on Earth Day 2022. Proceeds would go to Fragments of Hope to assist in regrowing reefs.
We will drive people to shop using out-of-home and paid social media placements.
