Surfers Against Sewage is a UK charity united by a love for the ocean. It began as a small group of surfers who refused to accept raw sewage on beaches and in the sea. From those early days in Cornwall, we’ve grown into a nationwide movement of ocean activists, united by one simple belief: when the ocean thrives, we all thrive.

The SAS team had done some research into their membership and found that members felt they were on the outside, looking in. Being talked to, rather than part of the movement. With members being a core part of SAS’s nationwide community of ocean activists, they needed to revamp their communications and unite their members around their cause. Contour Creative Studio invited us in to provide strategic copywriting support.

We love fighting for justice. And so do SAS’s members. The research clearly showed how much sewage, plastic and chemical pollution were a constant threat to the people living near the sea. And they wanted to do something to protect it. Their audience has energy, and SAS needed to match it. Alongside Contour, we developed two routes to explore, the first a rebellious storyteller, and the second a straight-talking firestarter. We tested each during SAS’s Member Week to see which resonated most.

What became clear is that the two routes weren’t rivals, but sat as a sequence. The punkier tone got people involved, then the firestarter vibes stoked the flame in them to act. Heart first, head later.

For SAS’s member comms rollout, we developed the voice to suit both channel and stage. Engaging their audience, then adding urgency in the welcome email sequence to turn members into activists.

Contour matched the energy with in-your-face designs that just can’t be ignored, as we delivered a whole range of assets. We delivered a member welcome pack, boilerplates, paid social ads, emails and web pages. The team has been thrilled to bring this revived brand to life and drive action to protect our ocean.