Results and Effectiveness

Many people were shocked to discover that plastic does in fact decompose and enter the food chain. Most said that they would share the information. Subsequent to this activity, International Coastal Cleanup have seen, and continue to see growing numbers of participants in their beach cleanup sessions.

Creative Execution

Quite simply, we threw plastic into seafood restaurant fish tanks. Specially rigged tanks amongst seafood restaurants showed what's out there floating around in the ocean with your next meal. Of course, these caused a stir. Our 'waitresses' were then on hand to distribute 'menu' flyers that described how plastic breaks down and enters the food chain. This pushed people to a website where they found out steps to take to help the problem.

Insights, Strategy and the Idea

People know about the issue of plastic pollution in the oceans. However, they don't realize the scale and think that the problem is one that is too far away from them to affect them. We brought the message closer to home by using a medium relevant to the clients' focus (cleaner oceans and beaches) and close to the hearts of South East Asians – their favourite cuisine, seafood. We put the message in a place that they could not ignore.