During the 2006 FIFA World Cup in Germany, WiLDCOAST decided to take advantage, and use it as a publicity platform. Our goal was to continue to reduce the demand for sea turtle meat and eggs and to increase pressure on federal agencies in Mexico to enforce a halt of the illegal turtle trade. We achieved it by creating a “cool” and trendy message about protecting Mexico’s endangered animals, recruiting popular national soccer players as spokespeople. We convinced Francisco Fonseca, aka Kikin, and Jorge Campos, who had played in Los Angeles to join our campaign on a pro-bono basis. We chose to attend the Soccer World Cup, using it to reach out to a global audience by sharing our themes of ocean conservation, turtle preservation, and support for Marine Protected Areas with major international media channels.