Seal Greece: Sailing Symbols, Stories, and Technology for Conservation
In the summer of 2025, Humanitas designed and implemented Seal Greece, a nationwide information campaign dedicated to the protection of the Mediterranean monk seal (Monachus monachus). With fewer than 1,000 individuals left in the world, their survival depends not only on science and regulation, but on the everyday choices of people at sea. The campaign was carried out for the Monk Seal Alliance (MSA) and the Natural Environment and Climate Change Agency (NECCA) in collaboration with Aegean Cargo Sailing.
Our approach combined symbols with universal resonance, accessible digital innovation, and the lived authenticity of a collective voyage. Together, these elements formed an ecosystem of engagement — one that aimed not just to inform, but to shift behaviours in ways that are memorable, shareable, and inclusive.
Symbols with Universal Resonance
At the heart of the campaign is Mona, a hand-illustrated character designed to engage across generations and cultures. Playful enough to capture children’s attention, yet accessible for adults, Mona became both a bridge for family conversations and an emotional anchor for conservation.
Accessible Innovation through AR
We translated conservation guidance into an interactive, web-based AR experience. Despite the technical challenges of being location-aware, 3D, and camera-based, the Seal Greece AR app was built for accessibility — requiring no downloads and supporting multiple languages. This ensured that tourists from diverse backgrounds could engage without barriers, wherever they were sailing.
Dynamic Digital Outreach
Our TikTok presence was designed as a participatory channel where conservation could meet audiences on their own terms. A gamified filter invited users to guide a boat with the calm sound of their voice — turning respect for wildlife into a playful, memorable act.
Beyond filters, our crew also engaged directly with the TikTok community, commenting on posts where seals or caves appeared. These interventions brought the campaign’s message into conversations already gaining traction, gently reminding viewers to keep a safe distance and avoid disturbance.
The Voyage as Collective Experience
The campaign was carried across the Aegean and Ionian seas by a transgenerational, international crew of storytellers, sailors, and scientists. This diversity embodied the principle that protecting monk seals is a shared responsibility — a collective endeavour that transcends borders and age groups.
Authenticity of the Sailing Experience
Sailing on small, low-emission vessels gave the campaign authenticity that resonated strongly with locals and visitors. Far from luxury yachts, these boats carried values of simplicity, hospitality, and respect for the sea. In doing so, the vessels themselves became part of the message.
Multilingual Reach
- AR web app in five languages: Greek, English, French, Italian, German
- A crew operating in four working languages, reflecting the inclusive, international character of the voyage
Preliminary Results
- Nearly 1,000 nautical miles sailed — the equivalent of Athens to Barcelona
- 26 islands and coastal towns reached
- 31 ports docked
- ≈ 274 litres of fuel saved compared to conventional routes
Impact-Driven Communications in Action
Seal Greece demonstrates how Humanitas’ approach — blending symbolic storytelling, accessible innovation, authenticity, and multilingual outreach — can move conservation beyond awareness into shaping behaviours. By creating experiences that are both playful and profound, the campaign has left behind not just impressions, but conversations, commitments, and a model for inclusive environmental action.
