Surfrider Foundation Billboards Confront Climate Change Indifference

Last week, billboards popped up across Los Angeles featuring provocative URLs like suck-it-sea-otters.org and please-poison-us-with-microplastics.org, teasing a surprising new vision for LA’s beaches. Maybe sea otters aren’t worth saving. Maybe microplastics add a little spice to your ocean swim.

Non-profit environmental organisation Surfrider Foundation and 72andSunny has revealed it was behind the ads, hijacking the OOH to reveal the true message behind the work. Stickers slapped across the original billboards redirect viewers to Surfrider’s real rallying cry: “If you’re not a friend of the ocean, what are you really supporting?” The updated messaging makes one thing clear: doing nothing is just as damaging as saying, 'suck it, sea otters.'

Talent, including filmmaker Jason Wise, environmental brand strategist Meg Haywood Sullivan, comedian Chad Kroeger, environmental influencer Lauren Bash, and more will also amplify the campaign's message through social media partnerships.

The final twist of the campaign challenges Angelenos to stop sleepwalking past environmental threats and join the movement here to protect our coast.

“With our ocean under unprecedented threats - from offshore drilling and climate change to plastic pollution and public apathy - the Surfrider Foundation is doubling down on its mission to protect our coasts,” said Eddie Anaya, Surfrider’s sr. director of marketing and communication. “This new phase of our campaign, ‘The Ocean Needs More Friends,’ created in partnership with powerhouse global agency 72andSunny, is designed to break through the noise with bold, provocative messaging that confronts indifference head-on. We’re not just raising awareness - we're challenging the public to act. Because if you're not helping to protect our natural playground, are you really a friend of the ocean? This is a critical moment, and we encourage everyone to join us by becoming a member of Surfrider, so we can amplify our work protecting our ocean and beaches.”

“Now, more than ever, the state of our oceans requires urgent attention,” added Bryan Rowles, 72andSunny executive creative director and partner. “This latest iteration of Surfrider's ‘The Ocean Needs More Friends’ platform is designed to playfully shock people out of their apathy toward ocean conservancy – while also inviting them, in surprising ways, to join Surfrider and become a friend of the ocean. Because the ocean needs all the friends it can get right now.”