The campaign was based on a study called ‘No Plastic in Nature: Assessing Plastic Ingestion from Nature to People’, commissioned by the WWF and carried out by the University of Newcastle, Australia. It concluded that people consume over 250 grams of plastic a year.
To drive this point home, the campaign put forth statistics about plastic consumption using easily recognisable household objects like credit cards, combs and pens.
The campaign will run worldwide and across television, digital and outdoor media.
It leads to a campaign website that allows people to examine the extent of their plastic ingestion. Since the largest source of plastic is now through water, both bottled and tapped, the campaign then encourages people to lobby against marine pollution.
Speaking about the approach to Mumbrella, Grey Malaysia executive creative director Graham Drew said: “The key for us was to shift the conversation from an environmental crisis to a personal health crisis – it’s not happening to ‘the world’ that you can close the door on, it is happening to you; and you cant avoid it.
“Credit to WWF: they were insistent that they didn’t want yet another scare tactic campaign. They gave us the outline findings, but microplastics are abstract. While 100,000 sounds big, it’s hard to relate too. So that led us to quantifying it to weights and then to everyday items.
“I fell for the headline of ‘you eat a credit card a week’ – it’s such a powerful line. From then, we took a very pragmatic approach to the art direction and tone – the facts are disruptive enough. This is ‘Your Plastic Diet’ and we are all on it, whether we like it or not.
“It leads to a simple website where you can take a test to find out your own personal intake based on diet. More importantly, it leads you into a petition to individually lobby nation’s governments to take action. Only by lobbying at the highest level do we have a hope of addressing this situation and WWF have a precise game plan on how to do that.”
WWF international director general Marco Lambertini said: “These findings must serve as a wake-up call to governments. Global action is urgent and essential to tackling this.
“While research is investigating potential negative effects of plastic on human health, we are all clear that this is a worldwide problem that can only be solved by addressing the root cause of plastic pollution.
“If we don’t want plastic in our bodies, we need to stop the millions of tons of plastic that continue leaking into nature every year. In order to tackle the plastic crisis, we need urgent action at government, business and consumer levels, and a global treaty with global targets to address plastic pollution.”
Executive creative director: Graham Drew
Creative director: Andrew Fong
Creative director: Heng Thang Wei
Copywriter: Selva Ganapathy
Art directors: Kevin Wong, Ralve Khor
Producer: Suzy Chiang
General manager: Jo Yau
Brand director: Marcus SK
Account executive: Vivian Khoo
Regional director PR & corp comms AMEA: Huma Qureshi
Production team: MFX Sdn. Bhd.
Post-production: Glass Fin (KL)
Sound production: Maverick AV Sdn. Bhd
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