ECO. Warriors

ECO. Warriors

A new generation of environmental activists is emerging to help fight marine pollution in Australia, thanks to the launch of an innovative campaign that's turning teenagers into ECO. Warriors.

The brainchild of Australian natural skincare company ECO. Modern Essentials and not for profit group Take 3, the ECO. Clean Beach Initiative is creatively using social media to encourage teenagers to get outside and to help clean up the nation's beaches.

Hoping to reduce marine pollution in Australia, an issue that globally is estimated to kill more than one million sea creatures each year, the ECO. Clean Beach Initiative centres on a YouTube competition to find Australia's most active and passionate ECO. Warrior. Co-Founder of the initiative, Claire Mitchell, states the campaign is aiming to change behaviour of Australia's future generations, as young Australians are the ones who will determine the nation's future environmental sustainability.

'To have a long term affect we really need to get young Australians involved and caring about our environment," she said, 'because ultimately they will be affected if there are no beaches or if our native wildlife is extinct in ten years' time."

Over the next six months, the ECO. Clean Beach Initiative will encourage young Australians from every state and territory to upload creative and fun videos showing how they're helping to clean up their local beaches, with the teenager whose YouTube clip receives the most likes and comments at the end of the campaign to become the face of the initiative.

'It's about creating an army of ECO. Warriors who others can look up to and be inspired by," Ms Mitchell continued. 'We want to create real change and greater discussion about and awareness of marine pollution and just how badly it's impacting our environment."

'The United Nations estimates that over 6 million tonnes of plastic debris enters the world's oceans every year and that plastic can now be found on every beach in the world and in every corner of the ocean," added Co-Founder of Take 3, Tim Silverwood. 'If we can help to reduce that level just in Australia, we'll be making a huge difference, so we really do urge everyone to get involved."

ECO. is also hoping to raise over $15,000 for Take 3 over the six month campaign through donating a percentage of sales from every ECO. product sold to the Take 3 cause, with Ms Mitchell strongly believing that social media will be critical to the initiative's success.

'We really feel that if we are going to make a difference and spark a movement then we have to do it via social media," she said. 'It's where this younger generation communicates and where they have a very strong voice. Just one 15 year old posting about our campaign could reach thousands so it's a very powerful tool."

To add even further incentive for Australians to become ECO. Warriors, the ECO. Clean Beach Initiative will also host a beach party at the end of the six months in the state or territory that's been the most involved in the campaign, with big name musicians and celebrities promised.

Ms Mitchell, who came up with the idea for the campaign after being inspired by Take 3's simple message of -take 3 pieces of rubbish with you whenever you leave the beach', states it's all about encouraging Australians to start taking pride in the nation's iconic beaches and local environment again.

'I came across Take 3 last year and was absolutely amazed by what they'd achieved, not only in the way of pollution clean-ups, but, more importantly in motivating young Australians to get involved," she said. 'I really wanted to help and offer my support and I hope that by getting ECO. Modern Essentials' large and loyal following involved in Take 3's mission, that we'll finally find a solution to marine pollution."

To view the first ECO. Warrior YouTube entrant please visit YouTube and to learn more about the campaign visit www.ecocleanbeach.com