Write a short summary of what happens in the ambient or digital execution or campaign.

To encourage our staff to use less straws, we target them where they are most likely to use straws - the dining areas in the office pantry and the canteen - through the idea of a table mat. The table mat has a strategic circle indicating to staff where they should place their bowl of food and whatever drinks they may have. As they settled down to enjoy their food, there can't miss seeing a short story with a catchy headline on the left side of the mat. Instead of a preachy sustainability message, we strategically humanise the straw in a first-person conversational writing to share emotionally the straw's anger and disappointment of shouldering the blame on causing harm to the environment.

Cultural/Context information for the jury

In Singapore, more than 2.2 million straws are used daily. To walk the talk of sustainability, we started a education campaign to reduce the usage of straws whenever our staff eat in the canteen or tabao (meaning pack in Malay) food back to office.