Heal the Bay burst into the public’s consciousness in early 1988, shortly after the creation of the fishbones logo and our aquarium/store in the brand new, Gehry-designed Santa Monica Place. Heal the Bay sold more t-shirts that one summer than every year since.
Shortly thereafter, Heal the Bay reached out to Venice-based advertising agency Chiat Day, to develop an advertising campaign to reach everyone in the LA region. The multi-media campaign included billboards, television public service announcements (PSA), and movie trailer spots. The theme of the campaign centered on how we have all been mistreating the ocean. The dramatic juxtaposition of old Super 8 home movies with the voice of a clearly hurt ocean made us realize that the ocean provides us with so much joy that we should treat it with reverence and respect. The outdoor campaign used the tag line, “Leave your children something to remember you by. Join Heal the Bay”.