Title | YOUR PLASTIC DIET |
Brand | WWF |
Product / Service | WWF |
Category | B01. Use of Insights & Analytics |
Entrant | GREY MALAYSIA Petaling Jaya, MALAYSIA |
Idea Creation | GREY MALAYSIA Petaling Jaya, MALAYSIA |
PR | GREY MALAYSIA Petaling Jaya, MALAYSIA |
Production | GREY MALAYSIA Petaling Jaya, MALAYSIA |
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 |
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.