YOUR PLASTIC DIET

Silver Spike
TitleYOUR PLASTIC DIET
BrandWWF
Product / ServiceWWF
CategoryB01. Use of Insights & Analytics
EntrantGREY MALAYSIA Petaling Jaya, MALAYSIA
Idea Creation GREY MALAYSIA Petaling Jaya, MALAYSIA
PR GREY MALAYSIA Petaling Jaya, MALAYSIA
Production GREY MALAYSIA Petaling Jaya, MALAYSIA

Credits

Name Company Position
Graham Drew Grey Malaysia Lead
Thang Wei Heng Grey Malaysia Creative
Andrew Fong Grey Malaysia Creative
Selva Ganapathy Grey Malaysia Creative
Marcus SK Grey Malaysia Account Management
Suzy Chiang Grey Malaysia Creative
Rohit Nair Grey AMEA Account Management
Huma Qureshi Grey AMEA PR
Matthew Simms GreyWhite Strategy
Maveriq Studios Maverick AV Sdn. Bhd. Audio

Background

WWF exists to help create a planet where people and nature thrive, but plastic is polluting the planet. The only way to stop plastic destroying our environment is a globally binding treaty to regulate the material, the only way to do that is lobby governments. BRIEF Galvanise enough public support to enable the WWF to lobby governments to support the treaty. OBJECTIVES 1: Attitude – grab the global attention. KPI: Reach 1.75 billion people, 100,000 organic posts. 2: Behaviour - galvanize the planet’s people into action. KPI: 1 million supporters, from 50 different countries. 3: Action – generate governments commitment. WWF needed half of the UN’s members to commit to a globally binding plastic treaty to start its negotiation. This was securing 97 (over 50% so that it forces a vote) of the 193 member nations ahead the 2021 UN Environment summit. KPI: Public commitment from 97 countries by 2020.

Links

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