A vital message in a (sunblock) bottle

Every year, an estimated 14,000 tons of sunscreen washes into the sea, harming crucial marine ecosystems such as coral reefs. Despite this, over 80 per cent sun lotion brands still contribute to coral damage – and with no regulation around 'reef-safe' claims, consumers are often misled.

To tackle this, McCann and the University of Derby developed Reef Protection Factor (RPF) – a new certification that brings credibility to reef-safe standards by targeting one of the most preventable threats: toxic chemicals in sunscreen. The first product to be RPF-certified is Coral Care™, a sun block from Stream2Sea, developed in partnership with McCann. 

Not only does the product avoid harming coral, it’s the world’s first to actively nourish its growth.

As part of the marketing and education the project involved a children's book (above), developed with the International Coral Research Initiative.

Can you explain what led to you and McCann developing this initiative with University of Derby and Stream2Sea?

The initiative first began as a bit of a passion project, driven by two of our senior creatives, Fred Corazza and Alex Smith. Both huge lovers of the oceans, the inspiration stemmed from the alarming reality that our planet’s vital coral reefs, which support 25 per cent of marine life and one billion people, are severely threatened by toxic chemicals found in over 80 per cent of sunscreen brands. 

With an estimated 14,000 tons of sunscreen entering our oceans each year, the need for a genuinely reef-safe solution became undeniably clear. We recognised the opportunity for change. Then we hit on an innovative idea.

Many brands were misleading consumers as their products still contained chemicals that harmed reefs.

After a year of intensive research into coral reefs and the sunscreen industry, we partnered with Stream2Sea as our formulation and manufacturing expert and the University of Derby as our coral science research collaborator. Working alongside Stream2Sea, we developed Coral Care™, a sunscreen that rather than harm coral, actually nourishes it. 

Further research also revealed a critical gap: the term ‘reef-safe’ was unregulated and many brands were misleading consumers as their products still contained chemicals that harmed reefs. To combat this, we, in collaboration with the University of Derby, introduced a new industry certification: Reef Protection Factor (RPF). 

Sunscreen can do more than protect skin; it can help protect the planet too.

Coral Care™ became the first product to receive RPF certification, establishing a new benchmark for the industry and providing consumers with a trustworthy way to make reef-friendly choices. 

Multi-platform marketing has included OOH in Miami.

Why is the Coral Care™ brand different to other sunscreens?

Coral Care™ contains a carefully balanced blend of marine nutrients that coral naturally feeds on, so we’re not introducing anything artificial. After 18 weeks of testing led by Professor Michael Sweet, leader of the World Ocean Report for the UN and Group Leader of the Safe Sunscreen Initiative at the University of Derby, our formula was proven to enhance coral growth by up to 29 per cent compared to it growing under natural conditions. 

These breakthrough results mark a major step forward in marine-safe skincare. Coral Care™ is also the first product to be awarded an RPF Gold certification - proving that sunscreen can do more than protect skin; it can help protect the planet too.

Awareness of RPF is happening in such regions as Thailand, the Bahamas, Puerto Rico, and Malaysia. Might Australia be joining, surely the Barrier Reef is at risk?

Yes, Australia is a particular area of focus, and we’re having conversations with Queensland tourism partners, an eco-organisation in Cairns and an eco-island on the Great Barrier Reef, as well as talking to Australian influencers. 

The term ‘reef-safe’ remains unregulated, making it a prime target for greenwashing.

We’re pursuing as many partnership opportunities around the world as we possibly can, particularly focusing on key regions with large coral reefs. We’re inviting sunscreen brands, NGOs and tourism boards to partner with us and be part of this innovative initiative – they can find out more by visiting rpf.world.

Can you explain more about regulation around ‘reef-safe’ product claims?

The term ‘reef-safe’ is widely used but remains unregulated, making it a prime target for greenwashing. Unlike SPF ratings, there’s no mandatory testing to verify these claims - meaning products can be labelled as environmentally friendly while still posing a threat to marine life. That’s why we created the RPF certification.

We’ve teamed up with more than 40 organisations around the world.

It sets a credible, science-based benchmark for reef safety in sunscreen. It requires independent testing before any product can claim to be reef-safe, so consumers can make informed choices. Our mission is to drive higher standards across the industry and help safeguard reef ecosystems.

An activation with Amazing Thailand, the country's tourism body saw an amnesty, where toxic sunblock could be swapped for Coral Care™.

What activations and partnerships has the project initiated?

Education and awareness are crucial in our campaign. So far, we’ve teamed up with more than 40 organisations around the world - from eco-NGOs to national tourist boards, all working together to raise awareness about reef-safe practices. A stand-out moment was the launch of our partnership with Amazing Thailand, the country’s official tourism authority, where we hosted an ‘Amnesty Boat’ activation - inviting beachgoers to swap harmful sunscreens for reef-safe Coral Care™. 

This goes beyond sunscreen – it’s about changing behaviours, sparking conversation, and driving a global shift in how we protect our oceans.

We’ve also brought the message to life through large-scale sand art stunts across the UK, digital OOH in busy Miami hotspots, an island takeover in the Bahamas, activity at surf-shops and dive outlets, and strategic collaborations with global influencers.

Each activation is designed to make RPF feel accessible, engaging, and urgent. This goes beyond sunscreen - it’s about changing behaviours, sparking conversation, and driving a global shift in how we protect our oceans