To bring the issue to life, a ‘Wave of Waste’ sculpture was built in Old Street, London, featuring Australian actor Chris Hemsworth surfing a wave of plastic.
We ensured that all of this plastic came from UK beaches to give the story an authentic hook, and we signed up environmental activist Ben Fogle to act as our campaign ambassador, to ensure we got national media to cover our story. We generated 28 pieces of top tier coverage including ITV and Sky News, with a reach of 1.6 billion.
We also engaged 62 celebrity influencers with a Hawaiian shirt that not only had pollutant plastic woven into the design, but also the thread of the shirt itself. We reached 10.7 million people through Instagram alone, encouraging them to buy their own for charity.