No two beaches are alike. Some are beautiful, and some aren’t, for a multitude of a reasons. Despite knowing this, Surfrider loves and cares about the upkeep of all beaches alike. Because of this, they sponsored the Craft the Coast campaign, which encourages people to either record their community’s direct effort to clean their beach, or make an artistic rendition of how their beach should look. Surfrider would pick winners from both categories and help make their beaches even better. Before the contest is unveiled, there would be a social media countdown showing a romanticized drawing of a beach slowly crumbling away daily, eventually becoming another piece of trash on the beach. On the last day, the contest is revealed with a video that directs users to their website for more information.