The brief from the Marine Conservation Society was to help transition its print
membership magazine to digital. In keeping with its fundamentally sustainable mission, the Marine Conservation Society wanted to transition its member magazine to a digital format in a way that would genuinely showcase its work in an interactive format and directly encourage take-up of digital-only memberships.
To achieve this we proposed a digital magazine to showcase the charity’s projects and campaigns. Your Ocean, a Shorthand-based publication, is designed to highlight positive action, appeal to the interests of the member base and drive involvement in campaigns to protect marine ecosystems.
Using a variety of subject matter, different storytelling techniques, human interest stories, behind-the-scenes insight and a careful balance of video and still imagery, the editorial experience changes pace to maintain reader engagement. Examples include a guide to the best beaches in the UK for doing various activities and for the young eco-conscious demographic, we featured a video and interview with campaigner Laura Young about her #BanDisposableVapes campaign.
A clear goal from the offset was to connect with the community – with stories such as ‘Why I love the sea’ putting the spotlight on members; ‘Spotted!’ a feature to engage members to send in wildlife marine sightings and our sustainable Good Fish Guide recipe challenge featuring a member testing the recipe.
The Marine Conservation Society marketing team is using Your Ocean not only for retention but as an acquisition tool, too. We created teaser previews of the stories for the charity’s social media channels and website to showcase the digital magazine to non-members.
Driving the switch from print to digital
Your Ocean is driving exactly the behaviours the charity hoped for at the outset of the project with a record number of new digital member sign ups (members who opt to receive the digital magazine) since the development of Your Ocean. This helps reduce the charity’s impact on the planet’s resources.
Recognition from industry and awards
Your Ocean was awarded Highly Commended for Best Magazine Launch or Relaunch in the Memcom Excellence Awards 2024 and has been shortlisted for the Outstanding Piece of Digital Art and Design award at The British Society of Magazine Editors 2024 Awards.
Check out a sneak peek of the magazine here.
Wonderly are one of Memcom's 2024 Strategic Partners. If you are interesting in learning more about partnership opportunities for 2025, please get in touch with sylwia@memcom.org.uk to find out what options are available.
