SURFRIDER x JRBPCRESPECT CAMPAIGN
Developed a brand system and messaging about ocean conservatorship & water safety that would resonate with Rockaway locals and leave an immediate impression on visitors.
Since 2019, Respect Campaign is a PSA initiative by the Surfrider Foundation NYC Chapter to heighten awareness for ocean conservation and promote beach and water safety for residents and visitors of the Rockaway beaches in New York City.
The Patagonia Environmental partially funded the campaign.
ROLE: Creative Producer, Associate Art Director, Social Media Strategy, Photographer
Selman team honed into a welcoming, informative tone filled with the colorful Rockaway attitude. The expressive rippling type connects to water, showcasing our actions' rippling effects and the consequences for NYC’s entire ecosystem.
RESPECT ROCKAWAY
IMPACT
RESPECT CAMPAIGN PARTNERSHIP With
JAMAICA BAY ROCKAWAY PARK CONSERVANCY
Since 2019, there was an overwhelming positive reception from the Rockaway community and local businesses.
There was a significant increase in beach clean-up volunteer outreach after the first campaign launch.
The momentum led to the Respect Campaign,
partnership with Jamaica Bay Rockaway Parks Conservancy, expanding the collaboration with NYC & NYS.
The partnership led to expanding work with NYC Ferry, Port Authority, New York State Parks and NYC Parks, Rockaway Brewery, and Patagonia Bowery.
100K+
Weekly OOH Impressions during annual campaign run
1.5K
Volunteer
Engagements
6
Years and ongoing
PRESS
PRESS
2021
Campaign returns for a third year to remind visitors and locals to respect the local environment, The Wave, June
‘Respect’ campaign promoting environmental awareness, safety at Rockaway and Jamaica Bay returns, QNS, July
Protect the Beach, Protect the Bay, Protect Communities: Aims to Educate Beachgoers, Rockaway Times2019
‘Respect Rockaway’ Campaign Aims To Educate Beachgoers, Rockaway Times, June
2020Respect Campaign Returns To Rockaway, The Wave JulyRespect Campaign Returns, The Rockaway Times, June