If the effects of global warming are not reversed, Mexican beaches will disappear; This is a firm commitment from NASA. Iconic Mexican brand CoronaIts most recent campaign is to protect the marine environment “Coast Guard”.
In this project, it has constructive support from the agency JujuThe brand’s consumers become sea-level monitors, using photography as one of the simplest and most efficient data-gathering techniques in the scientific world.
This attempt to combine nature and technology appeals to the iconic relationship between Corona and the sea, inviting people to take photos of the beaches while enjoying their drink. These are then collected and analyzed by a team of scientists specializing in marine ecosystems.
According to the scientist, thePhoto series become an important component to monitor the behavior of the evolution of beaches with respect to the effects of climate change.. In this way, it is easier to implement emergency measures to protect them and fight destruction in the sea.
to John RossCreative Director of The Juju: “Corona has always been a responsible company that has sought to implement actions that contribute to business, but with a sustainable approach. For this reason, when we created “Coast Guard,” we wanted to integrate everything. We know that everyone has taken a photo of their beer on the beach, and better than today, it is useful for an active and very important investigation”.
with Collected images Thanks for the effort “Coast Guard”, The aim is to accelerate scientific research and prevention of coastal areas, as satellite or coastal image acquisition continues to be a time-consuming task.. Today, the main Mexican beaches are analyzed by science, and throughout the year, it is expected that this idea can be extended to the entire national territory and even to other countries: “It will take years to collect all this information, but thanks to this campaign we will speed up the process of our work”declared Dr. Amia Ruiz de la Alegria Arzapuru.
The Coast Guard is a great example of a campaign that shows that creativity, commitment, and the will to do things well can have positive impacts in all sectors.
