Brief Explanation

Plastic containers full of chemicals. We buy millions of them every year. Their manufacture and disposal puts pressure on our already beleaguered environment. So we decided to create a range of natural, alternative products, free from wasteful packaging and chemicals called just*, that would change how we consume, while promoting WWF’s core aim: creating a world where humans and nature live in harmony. The just* range features common, natural ingredients already found in most households. Lemons become glass-cleaner, grapefruit bath-cleaner and oats skincare. just* was available at markets and specially designed interactive-billboards with live just* dispensers, so people could start switching to natural alternatives immediately. People could also get just* in return for sharing their experience on social media to encourage more people to go natural. A website featured ‘how to’ demonstration videos, encouraging people to share their own sustainable alternatives through social media and learn more about WWF’s initiatives.

The Brief

Not many people are aware, but in 2014 WWF’s Living-Planet-Report revealed that Australia has one of the world’s largest ecological footprints per capita. If the rest of the world lived like we do, the regenerative capacity of 3.6 earths is needed to sustain our demands on nature. We wanted to raise awareness of this in a new and surprising way, encouraging everyone to think about their environmental impact.

Describe the success of the promotion with both client and consumer including some quantifiable results

A fresh, new approach that has successfully engaged participants to actively change their own consuming behaviour for the better. Our simple but powerful message grabbed people’s imagination and just* was featured by various media outlets across the country and worldwide. Results in first 2 weeks: $550,000+ earned media coverage Campaign reach of over 23 million people 18 million media impressions. Over 11,000 visits to our market stores in 4 days 73,000 organic social interactions 100% positive sentiment 800kg of alternative product distributed The campaign has been so well received that WWF-Australia are looking to rollout the campaign internationally across their global network.

Explain why the method of promotion was most relevant to the product or service

WWF is the world's largest conservation organization. The group's mission is to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature. By creating just*, a brand that educates people about natural alternatives to over packaged products, we reinforced WWF’s message while showing a way to consume more sustainably. just* was available at local markets where natural products are sold, so people could immediately start switching to all natural. People could also pick up just*in return for sharing their experience on social media to encourage more people to use just natural alternatives. In addition, specially designed interactive billboards with live just* dispensers roamed Sydney, distributing natural everyday alternatives. A website featured ‘how to’ demonstration videos and encouraged people to share their own ideas for additional just* sustainable alternatives through social media.