Thomas Cook and the Marine Conservation Society has depicted deflated and marooned animals in an effort to raise awareness of people discarding their holiday items on the beach.

Created by McCann Birmingham, Thomas Cook’s out-of-home draws a striking contrast between beach fun and the environmental impact of abandoned waste on marine wildlife.

Running in airports, the posters show orcas, turtles and dolphins depicted as half-deflated inflatables.

It follows on from a survey commissioned by YourSayPays, which reveals that more than a third (37%) of holidaymakers buy inflatables for their trips in the UK and abroad, but just half of those surveyed (47%) said they reuse or recycle the inflatable after the holiday.

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In addition, Thomas Cook is working with hotels to encourage them to do their bit – with 34% of those who responded to the survey saying they would be more likely to recycle their inflatables if hotels had the appropriate facilities.

McCann Birmingham executive creative director Adam Bodfish added: “Chilling out on a lilo is part of the holiday fun, but the impact of abandoned inflatables is often overlooked.”

“Airports are busy places, so we needed to find an original and creative way to really grab the attention of holiday makers and make them think twice before they jet off to the beach.”

“We all have a role to play in protecting the environment, whether that’s at home or on holiday,” said Marine Conservation director of engagement and communications Jennifer Mitchell.

“The stark imagery in this Thomas Cook campaign shows how closely our litter and marine life are linked. We’re hoping by raising awareness of the environmental impact of abandoned inflatables, we can help reduce the number of them discarded,” she continued.