55 Seconds for 55 Dolphins

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In our 55 SECONDS FOR 55 DOLPHINS Natural Beauty Challenge, secondary school students were challenged to share videos of themselves performing their daily beauty ritual in just 55 seconds – a number which equates to the population of critically endangered Māui dolphins left in the world.

Antipodes founder and director Elizabeth Barbalich says, “Without urgent action, the world’s smallest and most rare marine dolphin will disappear from our waters forever.”

“So we came up with a fun and interactive online challenge for teenagers to raise awareness in their networks of the Māui dolphins’ plight.”

“The 55 SECONDS FOR 55 DOLPHINS Natural Beauty Challenge aimed to not only educate secondary students about environmental sustainability and the benefits of a healthy daily natural skincare ritual, but also provide an experience of the positive power of social media.”

The challenge ran for five weeks from 5 May to 9 June 2016, and was launched at a school assembly in Antipodes’ base city of Wellington.

Top prize was an Antipodes prize pack valued at $350 and $1000 cash for the winner’s school to fund an environmental project. There were also 55 chances to win an Antipodes Chia & Kiwi Seed Superfood Serum worth $49.50, a product from which Antipodes had recently donated $60,000 of sales to WWF-New Zealand.

Māui dolphins are found only off the west coast of New Zealand's North Island. They have a unique rounded dorsal fin shaped like a ‘Mickey Mouse’ ear.

Their population has plummeted from around 1500 in the 1970s, when the fishing industry began to use deadly gillnets.

The Antipodes campaign supported WWF-New Zealand’s call for a sanctuary for Māui dolphins. This would enable the population to recover in safety from set nets, trawl fishing, and potential new threats like mining and seismic surveying.

World Wide Fund for Nature (WWF) is the largest global conservation organisation with over five million members, and Antipodes is its first ever beauty brand partner.