This Is Our World, WaterBear

Launching a video on demand platform dedicated to the future of our planet

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An innovative digital platform and mobile app, WaterBear showcases award-winning documentaries, inspirational original content with original and curated content inspired by the United Nations Sustainable Development Goals (SDGs). Most importantly, it empowers viewers to take direct instant action to support NGOs around the world and shape a better future for our fragile planet.

As the lead creative agency for WaterBear, Hey Honey was tasked with developing a global content strategy and creative platform to inform the launch in 2020 and then most recently, the 'New Era of Action' campaign to drive user acquisition across 6 markets.

Our Approach

It all started with audience behaviours and a deep look into how the target demographics engaged with environmental matters online. Despite their differences,WaterBear’s audience segments are united by a common truth: They are all trying to gain a better understanding of the world they live in to improve their living scenario. For some, it’s to improve their lives economically. For others, it’s to improve their lives through environmental sustainability. 

A better understanding of the world we live in leads to better choices, which leads to personal gains, which leads to building of community and  to tackling global-scale issues together. From key audience insights and very social behaviours, we had to develop a purely social-first approach to our content AND deliver a creative platform that connected with everyone from environmental activists to the everyday human trying to play their part.

The Execution


Hey Honey’s social-first approach and creative platform ‘This Is Our World’ continues to flow through all aspects of digital marketing content. Since launching in 2020, WaterBear Network has expanded the presence of its digital platform and app into an additional 30 countries worldwide.