I've been a big fan of The Surfrider Foundation ever since I first heard about them through a campaign with client Mazda. I was excited to hear about a new campaign they are launching that is focused on the enormous amounts of trash on beaches. The campaign is of course maximizing multiple social media channels with some cool videos and has a Facebook group as well. What caught my eye was the cool visuals the campaign is using that are popping up in a very appropriate place. The campaign collected trash from area beaches and packaged them to look like seafood you find at the grocery store and then displayed them at farmers markets. They found gross stuff like cigarettes, condoms, random crap, etc., and put a clever sticker on it and created an amazing buzz driving visual that really goes to the heart of the campaign. 
Don't overlook the possibilities with strong campaign visuals to generate word of mouth with your desired audiences and your secondary ones too.