Greenpeace Going the Distance
Changing the discourse around single-use plastics
Non-profit Greenpeace United KingdomA campaign for change
Plastic pollution is a catastrophic global problem. It’s hurting communities, killing ocean life and fuelling the climate crisis.
But outrage isn’t enough. To get to a solution we need hope – and belief that our political leaders can make the big changes required. Greenpeace’s Plastic Free Future campaign demands that brands and big oil stop the growing plastic pollution crisis by phasing out single use plastic and investing in innovative alternative solutions.
Building public support
Plastic pollution has become a global crisis so severe that the United Nations has mandated countries to agree on a solution: the Global Plastics Treaty – a once-in-a-generation opportunity to deliver a cleaner, safer planet, with the fifth and final meeting being in Busan in November 2024.
Our brief, along with We Are Social Studios, was to grow public support on social for Plastic Free Future, increase petition signatures and put pressure on world leaders.
Racing towards a plastic-free future
With the Paris 2024 Olympics declaring themselves ‘plastic free’, this presented an opportunity for the global Plastic Free Future team to build momentum and support. As such, by harnessing the shared excitement and aspirational atmosphere of the Olympics, we had to reflect the spirit of the event with humour and good grace, without attempting to cause any controversy or negative sentiment – an unusual proposition for activism comms.
Our answer was to put politicians on the running track, cheering them on as they race towards a finish line that means the end of plastic pollution.The campaign leveraged the spirit of unity and achievement associated with the Games to rally global support and push for change.
