Seal Greece National Information Campaign
In the summer of 2025, Humanitas designed and implemented Seal Greece, a nationwide awareness 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.
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 meets audiences on their own terms. We created standout content that blurred the line between education and entertainment: a gamified filter that let users guide a boat with the calm sound of their voice — transforming respect for wildlife into a playful, shareable act.
But we didn’t stop at filters. Our crew actively joined the TikTok conversation, jumping into trending posts where seals or caves appeared. By commenting with light, relatable reminders, we extended the campaign’s message into viral spaces already buzzing with attention — turning everyday scrolls into teachable, memorable moments.
A Shared Journey Across Seas
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.
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.
Production Team
Humanitas is thankful to the following teams and individuals for their collaboration:
- Aegean Cargo Sailing
- Sillybeast Illustrations
- Paperclip Digital Media
- Elena Politi
- Museotechniki
- Artemis Samothrakis
- Eirini Stirou
- City Owls
Our Ambassadors
Arran Moran, UK
Conservation biologist & filmmaker
Nora Sophie Klasen, Germany
Marine biologist
Suzanne Raqbi, France
Marine conservation biologist
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 1000 miles sailed reaching 26 island and coastal towns in the Aegean and Ionian Seas
- AR experience used in 143 cities around the world
