Launched in 2007, Mediterranean Coast Day has become one of the region’s most recognized events celebrating our shared coastal heritage. But its potential goes far beyond a single annual celebration. PAP/RAC asked us to help redefine its purpose and amplify its visibility - turning Coast Day into a powerful driver of awareness and action on coastal resilience, climate adaptation, and community engagement, inspiring citizens, decision-makers, and businesses to protect the Mediterranean’s fragile shores.
The 2024 campaign successfully engaged 13,4 million users on social media, generating over 20,9 million visits to PAP/RAC’s social media accounts (Facebook, Instagram, LinkedIn and X).
- We conducted an in-depth situation analysis to understand what works, what doesn’t, and where the opportunities lie.
- We mapped Coast Day’s strengths and gaps to uncover why its potential wasn’t fully realized.
We proposed a shift from technical ICZM jargon to values-based storytelling that celebrates people, nature, and culture. - We recommended a multi-layered communication strategy, blending local voices, influencers, and citizen-driven stories to build broader ownership.
- This mission reminded us that communication is power - especially when it connects with people’s hearts and daily lives. The Mediterranean coast is not just an ecosystem; it’s a shared identity, a source of culture, livelihood, and joy. To protect it, we need to move beyond technical language and ignite collective action, at all levels.
- Engagement works best on LinkedIn - organic reach was strong, especially when using strategic tagging and story-driven content.
- Topics must balance reach and depth - combine human-interest stories with technical content to engage both targeted and broader audiences.
- Timing matters - promoting before and after September 25 boosted visibility and partner involvement.
We are convinced that Coast Day can evolve into a powerful movement - one that celebrates solutions, amplifies inspiring voices, and helps decision-makers see the future we want to build together.
