Product / ServicePLASTIC DIET
CategoryA07. Not-for-profit / Charity / Government
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


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 Media?

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. WWF did not have the budgets to buy the media it needed to engage an audience at this scale - instead we used a piece of media everyone carries in their pocket - it’s with them every day, now everyone’s credit card was turned into a personalised media channel.


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

Describe the creative idea / insights (30% of vote)

Quantifying the Diet 100,000 microplastics equates to approximately 250 grams of plastic a year which means people are ingesting 5 grams of plastic pollution every week. What plastic object weighs 5 grams and is ubiquitous around the world, with 20 billion of them in use? A credit card. By quantifying the huge amount of data into a single fact and visualizing it into a universally recognizable symbol, this direct and single-minded fact became the center of gravity for the entire campaign. It made the statistics personal and ACTIONABLE and plastic pollution UNFORGETTABLE. It made the plastic problem PERSONAL – this is a piece of plastic that has people’s name on it, it’s with them every day. With this single, universal scientific fact, we could turn the billions of credit cards in people’s pockets into a personal and confronting reminder of the urgent need for change.

Describe the strategy (20% of vote)

Our target audience, put simply was humans. We commissioned The University of Newcastle to analyze scientific studies about how plastic was impacting human’s personal environment. 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. We created a simple campaign toolkit for the media, in 11 of the worlds most popular languages, that allowed each of the 40+ WWF offices to create their own media placements wherever they were available.

Describe the execution (20% of vote)

Plastic Diet was announced to the world’s media via a press conference at WWF’s Singapore HQ. A campaign toolkit was created in 11 of the most spoken global languages As the weeks progressed, WWF offices used the pro-bono media spaces from media owners who so were moved by the campaign that they were willing to provide prime media space and slots to further enlarge the campaign’s reach and impact. All activity pushed people to an interactive campaign website. Based on diet and geography, people could take a test to see how much plastic they were likely ingesting a week. After feeling the personal impact of plastic pollution, people were compelled to sign the global petition, Finally, a personal protest post with their Plastic Diet.

List the results (30% 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.


Website URL   |   Website URL