From Stuart Alexander (campaign art director).
Every reef on earth has a 'do not touch the coral' sign, and every reef on earth gets touched.
Change immigration law so entry requires signing an eco-pledge, stamped into the visitor's passport.
The Stupid/Smart of it
Stupid: Asking a government to change statute for an advertising idea, and making the compulsory in-flight film a cartoon about how the passenger is a destructive oaf.
Smart: Adding friction to arrivals in a tourism economy is mad, but the border is the one moment the country actually controls.
Only a sovereign nation can amend its own immigration law; no brand could copy the mechanic even if it wanted to.
A signed commitment in front of an official is a behavioural commitment device; the passport stamp travels home in a pocket.
Addressing the pledge to the children rather than to the government, which converts a rule into a relationship.
Idea-poweredIt works when you describe it out loud. You could brief this. Survives paraphrase.
The devices behind this one, from our library of ways in: