Gold Spike

Case Film

Presentation Image

Product / ServicePLASTIC DIET
CategoryE02. Public Affairs & Lobbying
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 PR?

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 anything like the budgets to buy the media it needed to engage an audience at this scale - instead we created a single, unforgettable headline fact that was relatable to every person and picked up by every major news channel across the world.


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 (20% 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 PR strategy (30% of vote)

Our target audience, put simply was humans. But more specifically, it was governments. 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. Crucially, once we shocked people with the credit card fact, we created a simple CTA that led to a globally synchronised petition that would enable people to 'DO' something about it.

Describe the PR execution (20% of vote)

Plastic Diet was announced to the world’s media via a press conference at WWF’s Singapore HQ. An 'always on' in-house studio helped repurpose assets for the the WWF offices who used the pro-bono media spaces from media owners. 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, compelling them to sign the global petition. Plastic Diet gave WWF a platform to interrupt and influence political systems. Packs featuring a physical version of the campaigns’ card, along with the massive weight of the public support via the signatures, were used by WWF teams to engage politicians, civil servants and governments in conversations, meetings, summits, and conferences, from the G20 to the UN throughout 2019

List the results (30% of vote)

1: Attitude KPI: Reach 1.75 billion people, generate 100,000 organic posts. Over 400,000 pieces of media coverage were generated after 45 separate WWF offices activated the campaign. Every major news outlet from all seven continents covered the story. WWF has never seen earned media impact of this scale in its entire 60-year history. 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.


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