What do a tattoo and Mediterranean conservation have in common? For MedPAN, the answer lies in permanent commitment. The organization, dedicated to the management of marine protected areas in the Mediterranean, has found in the rise of tattoos a new way to connect with young audiences and raise awareness about the richness of an ecosystem whose protection is often relegated to other environmental causes.
The initiative, named “The UnSEAn” and developed by BETC Paris, proposes transforming some of the most important – and least known – species of the Mediterranean into tattoo designs. The goal is to turn an aesthetic trend into a visible statement of commitment to biodiversity.
Searches related to beach and ocean tattoos grew by 150% in the last year
According to the “BackToBlue 2024” study, 61% of young people consider deforestation and other climate problems to be higher priorities than protecting the oceans. Furthermore, almost half of people between 18 and 24 years old believe that the ocean is still in a good state of conservation.
However, the marine universe does arouse interest from an aesthetic point of view. Searches related to tattoos inspired by beaches and oceans grew 150% over the last year, according to data from Certified Tattoo Studio. So MedPAN detected an opportunity there: if the sea is already part of the visual imagination of young people, why not use that same language to talk about biodiversity?
To achieve this, nearly a dozen tattoo artists spread across different Mediterranean countries have designed original illustrations inspired by species that are essential for the balance of the ecosystem.
Among them is Posidonia, considered the lung of the Mediterranean for its ability to oxygenate water; the grouper, whose presence indicates the good health of marine protected areas; the giant nacra, an endemic filter-feeding mollusk especially affected by climate change; the Mediterranean cuttlefish, a key piece of the food chain; the red gorgonian, which acts as a refuge for numerous species; or the loggerhead sea turtle, known as the “bee of the seas” for its role in connecting different ecosystems and transporting nutrients.
Each tattoo artist is located on an interactive map integrated into Google Maps
Each tattoo artist appears located on an interactive map integrated into Google Maps, making it easier for users to find the closest participating studio.
The activation is structured around a contest through which participating tattoo artists offer one of their flash designs to encourage users to carry with them a symbol of Mediterranean biodiversity.
The campaign will also feature the participation of content creators linked to environmental protection and Mediterranean culture, while both the agency and the tattoo artists and influencers have worked pro bono. Without investment in media, the initiative relies on the tattoo community itself to amplify the message and take advantage of the summer season, a time when both trips to the Mediterranean and interest in getting tattoos increase.
“By showing, through art, the beauty of little-known species, we hope to encourage the public to discover the extraordinary biodiversity that protects the marine areas of the Mediterranean”said Emilie Grimaud, MedPAN communications manager.
More info: Map of tattoo artists – The Unsean
