Acting for good is a key factor for brand preference. For everyone. From Boomers to Gen Z.
This is all the more true when you are the federation of one the most played sport in the world, volleyball. So, how can you act for good in a meaningful way for your players and fans?
It turns out nobody is aware of one big problem at the crossroads of two causes: wildlife preservation & plastic pollution. Every year, 640,000 tonnes of fishing nets are discarded or lost every year in the ocean, making up 10% of all oceanic litter. These ghost nets drift for years, needlessly catching and killing millions of marine species.
We decided to make the invisible visible to raise global awareness of the problem, while also contributing to the solution. With FIVB, volleyball’s global governing body, we teamed up with marine conservation group Ghost Fishing to create the Good Net project, a worldwide sustainable initiative to remove discarded fishing nets from the oceans, and recycle them in beach volleyball nets.
We collaborated with local fishermen to upcycle ghost nets and embroider them with images of endangered sea creatures, creating the first ever Good Nets, the living voice of our initiative. We placed our first Good Nets in Copacabana, the birthplace of beach volleyball, to reveal the challenge facing our oceans, educate future generations, and play volleyball of course. All with the support of Olympic and world sporting champions who engaged people along the beach and leveraged their social communities to spread the news everywhere.