The Coral Triangle is a marine area located in the western Pacific Ocean. It includes the waters of Indonesia, Malaysia, the Philippines, Papua New Guinea, Timor Leste and Solomon Islands. Home to nearly 600 different species of reef-building corals alone, the region nurtures six of the world’s seven marine turtle species and more than 2,000 species of reef fish. Over 120 million people live in the Coral Triangle and rely on its coral reefs for food, income and protection from storms.

Under threat from unsustainable harvesting and a changing climate, WWF wanted to launch an awareness and fund raising campaign to highlight this.

Working with other Dentsu offices in the region the MyCoralTriangle campaign was conceived and launched. The big idea – own a piece of the sea with the message simply saying “How would you spend US$5? Buy a cup of coffee or save 120 million people.” Press and TV communications drove people to a microsite where people could ‘buy’ a plot of the Coral Triangle, thereby taking ownership and championing the cause.