PERIOD 2020-03 ~ 2023-12

From 2020 to 2023, Prain Global partnered with the Korea Marine Environment Management Corporation (KOEM) to carry out the Marine Debris Awareness Campaign, aiming to raise public awareness about marine debris reduction.

To highlight the seriousness of the issue—an estimated 145,000 tons of marine waste generated annually—and to encourage citizen participation, Prain Global focused on digital engagement during the COVID-19 pandemic in 2020 and 2021. Campaign activities included public contests, a “Guardianship Beach” adoption program, educational mini-games, broadcast PPL, and social media initiatives.

Beginning in 2022, the campaign expanded beyond online channels to include offline engagement. That September, Prain Global operated a pop-up store at the 7th International Marine Debris Conference in Busan. Additional initiatives included influencer collaborations and coastal clean-up activities at 10 key beach locations nationwide, driving real-world citizen involvement.

In 2023, the coastal clean-up initiative was rebranded as the “Al-Zoob Campaign”, mobilizing over 2,000 citizens across 24 beaches to take action in reducing marine debris. The campaign also featured practical, lifestyle-driven initiatives such as the “I See (SEA) Cream” truck in collaboration with Häagen-Dazs, the launch of the recycled marine waste brand RE:BLUE, and tailored outreach programs for fishers and anglers.

Over four years, the campaign received major domestic and international PR accolades, including:
Excellence Award in the CSR category at the 2022 Korea Communication Awards
Grand Prize in the Public Sector PR category at the 2023 Korea PR Awards
Silver Winner in the Public Sector category at the 2024 PR Awards Asia

These honors reflect broad recognition of the campaign’s strategic impact and public value.