Giving Marine Conservation a Human Voice

The Marine Mammal Center testimonial advertising concept

A graduate-program testimonial campaign gave The Marine Mammal Center a more human voice and turned conservation stories into calls to action.

Concept + Copywriting: Dustin Hatcher

Created for an Effective Copywriting course, the campaign explored how personal testimony could make marine conservation feel immediate and relatable. I wrote the headlines, subheads, and body copy, with the exception of the adoption ad body copy, and built the visual concepts using Adobe Stock photography.