YOUR PLASTIC DIET

Short List
TitleYOUR PLASTIC DIET
BrandWWF
Product / ServicePLASTIC DIET
CategoryB03. Multi-market Strategy
EntrantGREY MALAYSIA Petaling Jaya, MALAYSIA
Idea Creation GREY MALAYSIA Petaling Jaya, MALAYSIA
Production MFX Kuala Lumpur, MALAYSIA
Production 2 ASTATICA Petaling Jaya, MALAYSIA
Post Production GLASSFIN Petaling Jaya, MALAYSIA
Post Production 2 MAVERIQ AV Petaling Jaya, MALAYSIA

Credits

Name Company Position
Suzy Chiang Grey Malaysia Agency Producer
Graham Drew Grey Malaysia Chief Creative Officer
Andrew Fong Grey Malaysia Creative Director
Selva Ganapathy Grey Malaysia Copywriter
Thang Wei Heng Grey Malaysia Creative Director
Ralve Khor Grey Malaysia Art Director
Huma Qureshi Grey AMEA Regional Director PR & Corp Comms AMEA
Matt Simms WhiteGrey Australia Strategic Director
Marcus SK Grey Malaysia Client Service Director
Kevin Wong Grey Malaysia Art Director

Why is this work relevant for Creative Strategy?

How do you create a campaign that influences over 80 national governments, 15,000 lawmakers, generating 2 million pledges from people from 181 countries? By making it personal for all 7.5 billion people on earth. By qualifying impenetrable scientific data we turned an abstract environmental problem into a relatable (digestible) human one. By making the data vivid and universally understood - we demonstrated to the world that they’re now involuntarily consuming plastic (pollution). Because it’s impossible to ignore plastic’s impact on nature when you’re also the creature eating, drinking and breathing the pollution.

Background

Situation The only way to stop plastic is a globally binding treaty, the only way to do that is lobby governments. Brief Galvanise enough public support to enable the WWF to lobby country governments to support the treaty Objectives 1: Attitude – grab the people’s attention from around the world. KPI: Reach 1.75 billion people, generate 100,000 organic posts. 2: Behaviour - galvanize the planet’s people into action. KPI: 1 million supporters, from 50 different countries. 3: Action – generate commitments from governments. WWF needed half of the UN’s members to commit to a globally binding plastic treaty in order to start its negotiation. This was securing 97 (over 50% so that it forces a vote) of the 193 member nations ahead the UN Environment summit in mid 2021. KPI: Public commitment from 97 countries by 2020

The Interpretation of the Challenge (30% of vote)

Awareness about plastic pollution was at all-time high, generated by shocking statistics about the scale of the issue and horrifying coverage of dead animals. But the statistics and scale of the devastation were too abstract. People knew the problem was massive, but its scale made it feel impossible to act on individually. The pollution was associated with far-flung corners of the planet which made it feel less urgent. And the issue is we’re addicted to plastic People continue to use plastic despite being aware of its environmental problems , they didn’t feel damage to their surrounding environment and therefore impact on their life. Plastic was in-fact so useful to their life that they were hooked on its convenience. How can we create people pressure on the world’s leaders to act on plastic when the vast majority of people don’t feel its destruction, only its usefulness?

The Insight / Breakthrough Thinking (30% of vote)

The plastic problem is shocking - but it is remote. Recent scientific studies had revealed that microplastics had entered the food chain - to the extent that they were in our water, air and food. Whilst the fact is shiockimng - the data was abstract and hard to relate to. If we could make this fact easily understood - it would have a far greater impact. So we commissioned The University of Newcastle to analyze scientific studies about how plastic was impacting human’s personal environment. After six-months of study and peer-review, the research found that the average human consumes approximately 100,000 microplastics every year. 100,000 microplastics equates to approximately 250 grams of plastic a year which means people are ingesting 5 grams of plastic pollution every week. Quantifying the huge amount of data and visualising it into a universally recognisable symbol, became the centre of gravity for the whole campaign

The Creative Idea (20% of vote)

1. Make plastic PERSONAL: It had to be shifted from an abstract planetary problem, into a relatable human issue by making it universally understood. 2. Make plastic vivid and UNFORGETTABLE: Plastic in the ocean is out of sight and out of mind. If plastic’s damage could be easily put from people’s thoughts, we had to create reminders in everyday life and prove plastic isn’t just ‘magicked away’ when you put the bins out. 3. Make plastic ACTIONABLE: The problem feels so huge, it feels impossible to act upon. We needed to create a simple, yet compelling call-to-action that made people feel like they could make a difference in order to pressure lawmakers. What plastic object weighs 5 grams and is ubiquitous around the world, with 20 billion of them in use? A credit card. YOU ARE EATING A CREDIT CARD A WEEK.

The Outcome / Results (20% of vote)

1: Attitude KPI: Reach 1.75 billion people, generate 100,000 organic posts. Result: 5.2bn - 300% of target; 600,000 organic posts – 600% of target. 2: Behaviour KPI: 1 million supporters, from 50 different countries. Result: 2.03 million supporters, 200% of target; Pledges from 181 countries, 320% of target. 3: Action KPI: Public commitment of 97 governments by the end of 2020. Result: 131 governments have publicly called for an agreement on plastic or agreed to consider it – 135% of target. “More than two-thirds of UN member states have declared they are open to a new agreement to stem the rising tide of plastic waste.” The Guardian. Plastic Diet has become WWF’s largest and fastest growing single public action in its’ 60-year history, with over 2/3 of the world finally agreeing for the desparate need for change.

Please tell us how the work was designed / adapted for a single country / region / market

We specifically chose the credit card, with over 20 Billion cards in worldwide circulation, it is universally understood. A campaign toolkit was created in 11 of the most spoken global languages - simply and easily implemented by any of the WWF country offices. The concept was then adapted by multiple markets, e.g. • Across 11 Asian countries, the Asian Food Network produced indents (bite sized videos) with cooking personalities that surprised people as they sprinkled plastic on their dishes. • In Malaysia, announcements during the Malaysian Cup Final soccer match informed 80,000 fans it would take them 10 seasons to eat the plastic seat they sat on. • In Singapore, people saw how much plastic was in their diet when they visited public toilets. • In Hong Kong, the film was played on the region’s largest digital screen during times of the day people would be eating.

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