Acting for good is a key factor for brand preference. For everyone. From Boomers to Gen Z.

This is all the more true when you are the federation of one the most played sport in the world, volleyball.

So, how can you act for good in a meaningful way for your players and fans?

It turns out nobody is aware of one big problem at the crossroads of two causes: wildlife preservation & plastic pollution. Every year, 640,000 tons of fishing nets are discarded or lost every year in the ocean, making up 10% of all oceanic litter. These ghost nets drift for years, needlessly catching and killing millions of marine species.

There is a natural connection between nets & nets. Millions of people play volleyball on beaches worldwide, but they don’t see what’s happening just under the surface of the water. To raise awareness of ghost nets, we decided to make the invisible visible, putting ghosts under the spotlight. We created Goodnet Project, a worldwide sustainable initiative by the FIVB, to remove ghost nets from the sea and turn them in beach volleyball nets. So these upcycled nets can be placed on beaches around the world for local community use.

We collaborated with local fishermen to upcycle ghost nets and embroider them with images of endangered sea creatures, creating the first ever Good Nets, the living voice of our initiative. We placed our first Good Nets in Copacabana—the birthplace of beach volleyball—to reveal the challenge facing our oceans, educate future generations, and play volleyball of course. All with the support of Olympic and world sporting champions who engaged people along the beach and leveraged their social communities to spread the news everywhere.

Just one month after the initiative was launched and Good Nets hit the beach, we are already making an impact with a successful 58 million estimated media coverage, in prestigious supports such as BBC, Sky Sports, Eurosport, Daily Mail, The New York Times, Globo, Olympics.org the Olympics official website, France Inter, World Economic Forum, SporTv…

And the most spectacular accomplishment: the United Nations adopted Goodnet Project for its Clean Seas Campaign.