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The Sea Turtle as a Marketing Symbol for the Anti-Plastics Movement
Summary
This thesis analyzed how the anti-plastic straw movement used the image of sea turtles harmed by straws as an emotionally powerful symbol to broaden public engagement with ocean plastic pollution, building on concepts of charismatic megafauna and flagship species. The author examined social media campaigns by green marketing companies and NGOs, finding the sea turtle effective at translating an abstract environmental crisis into a relatable cause.
The anti-plastic straw movement uses the sea turtle to bring an empathetic symbol to broaden the scope of the plastics problem in the ocean, giving the public a powerful visual image for the first time in the history of the anti-plastics movement. In this thesis, I build on existing conversations on charismatic megafauna and flagship species, to explore the emerging anti-plastic straw movement and its use of the sea turtle as a symbol. I also provide an analysis of the imagery and comments on social media sites of green marketing companies and non-governmental organizations. These social media sites, such as Instagram, are the primary vehicle for attracting clients, supporters, and donations.