With “reef-safe” sunscreen claims still largely unregulated, a new certification is helping to set an industry standard: Reef Protection Factor (RPF), developed by the University of … read moreDerby in collaboration with the global creative agency McCann.
RPF is a pioneering certification designed to address the issues around chemical pollution around the world which is impacting our oceans and aiding in the decline of vital ecosystems such as tropical coral reefs. It pushes the industry forward by initially targeting one of the most preventable local stressors facing these ecosystems: harmful chemicals, for example, those used in many sunscreens. With more than 80% of brands still contributing to coral damage, combined with no regulation around the 'reef-safe' claims - RPF helps consumers identify products that are truly safe for our delicate marine ecosystems.
Driving industry change
Awareness of RPF and education about harmful sunscreens is now going global through strategic partnerships in key marine regions.
“We believe Reef Protection Factor is a game-changer,” said Jon Elsom, Group Executive Creative Director at McCann. “We’ve been blown away by the positive reception of RPF, and Coral Care™, by all of our incredible global partners. Everyone we’ve spoken to has come on board immediately, from tourist boards to eco organisations to hotel chains. It’s not often you get to work on something that can genuinely change the world.”
Activations include a flagship partnership with Amazing Thailand, the Tourism Authority of Thailand (TAT), in support of its Grand Tourism & Sports Year 2025. The collaboration kicked off with an ‘Amnesty Boat’ event on Railay Beach, Krabi in southern Thailand where beachgoers were invited to exchange their sunscreens for reef-safe Coral Care™ - another breakthrough innovation developed by Stream2Sea in partnership with McCann, tested by the University of Derby.
Commenting on the success of the sunscreen swap, Ms. Worapa Angkhasirisap, Director of TAT UK & Ireland said: "Coral Care and TAT share the same vision, to protect Thailand's natural beauty. We actively encourage responsible tourism and advocating reef-safe sunscreen promotes more sustainable travel practices. Travellers using RPF-certified sunscreen is a simple yet effective way to minimise environmental impact and preserve the beauty of Thailand's underwater world - it's an amazing new product!"
Additional global partnerships include Reef Check Malaysia, Marine Research Foundation, ISER Caribe in Puerto Rico, and Deblue Corner Dive Centre (Malaysia) - each playing a vital role in spreading awareness and driving positive change for marine ecosystems.
The World’s First “Reef-Nourishing” Sunscreen
Coral Care™ is the first sunscreen not only formulated to avoid harming coral, but to actively nourish it. Developed by Stream2Sea in collaboration with McCann, it’s also the first product to receive the RPF certification, marking a significant leap forward in ocean-friendly skincare.
“Partnering with McCann and the University of Derby has allowed us to push the boundaries of what’s possible. Our innovative Coral Care™ product is a powerful validation of our commitment to protecting marine ecosystems, and we hope it inspires the rest of the industry to follow suit," said Autumn Blum, Founder & Cosmetic Chemist at Stream2Sea.
Building awareness
To further advance the RPF mission, McCann has partnered with Professor Michael Sweet, Professor and Group Leader of the Safe Sunscreen Initiative at the University of Derby, on a multi-platform education programme, including a white paper detailing the research on RPF as well as a children's storybook, Coral Rescue, designed to educate consumers and raise awareness. The initiative is also being promoted on social media through engaging content and influencer collaborations, alongside OOH activations.
“The world’s coral reefs are under immense threat from climate change and pollution. Reef Protection Factor empowers consumers and businesses to make informed choices that actively support reef conservation – and this is only the beginning of our journey,” said Professor Michael Sweet at the University of Derby.
For more information about Reef Protection Factor and Coral Care™, visit https://rpf.world.
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