Getting social
Example visual from Green FIns instagram - blue background with logo and Green Fins vision

February 9, 2021


The Green Fins initiative – implemented internationally by The Reef-World Foundation and the UN Environment Programme – reduces the negative environmental impacts associated with marine tourism. The initiative protects coral reefs through the only internationally recognised environmental standards for diving and snorkelling and robust assessments to measure compliance.

Green Fins encourages and empowers the diving industry to reduce the pressures on coral reefs by offering practical, low-cost alternatives to harmful practices and providing strategic training, support and resources. By reducing the local pressures tourism puts on coral reefs, it helps make corals healthier and more resilient to other stresses.

The challenge

As Reef-World’s flagship initiative, Green Fins aims to reach dive and snorkel operators around the world with its environmental messaging. Outside the in-person grassroots work, an important way to spread the word about the importance of sustainable diving is through social media and the charity had set an ambitious target of hitting 20k Facebook followers by the end of 2020.

The strategy

  • Conducted extensive audit of Green Fins’ social media channels
  • Recommended use of a new social media management platform with better functionalities, insights and analytics
  • Streamlined social media processes for more time-effective page management
  • Focused on the Green Fins Facebook page as the priority channel for growth
  • Ran both organic and boosted posts (with minimal budget) aimed at increasing the number of followers

The results

Year one (2019-2020)

  • Hit the target of 20k Facebook followers in January 2020: 11 months ahead of deadline!
  • Boosted followers of the Green Fins Facebook page by 134% (20,878 from 8,931 in one year)
  • Also increased followers of the Reef-World Facebook page by 186% (6,634 from 2,316 in one year)
  • 54% year-on-year increase in Green Fins Instagram followers (2,534 from 1,653)
  • 48% year-on-year increase in Facebook Instagram followers (1,612 from 1,084)

Melissa was Reef-World’s Communications Manager from March 2019 to February 2021.

Case studies

Read about the campaigns Melissa has worked on to help for-purpose organisations meet their PR & communications goals.

Read more case studies...

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