3 Noteworthy Environmental Campaigns
It’s been a month since Earth Day has past. Yet, the fight for our planet is not over. The climate change movement encompasses ending plastic pollution, protecting endangered species as well as educating and activating consciousness around the issue. As a society, we are becoming increasingly proactive in protecting our Earth through sustainability efforts. Some of us may have pledged to live plastic-free or even started our own campaigns to promote greater awareness for the cause. Personally, I’ve also began my journey to reduce plastic usage in my day-to-day.
In my research, I found that non-profits around the cause have also ramped up their work around building traction for their sustainability campaigns. Check out three campaigns that I think are worthy of a read!
1. The Big Bang Fair - They’re Swimming in It
To highlight the impact of plastic waste on marine life, The Big Bang Fair challenged two British Synchronised swimmers – Kate Shortman and Isabelle Thorpe to perform their usually effortless world championship routine. Unlike their regular performances, Kate and Isabelle had to perform their act in a swimming pool littered with plastic waste. I thought that this was a brilliant way to emphasise the impact our reckless littering actions could have on aquatic animals. Watching the challenges Kate and Isabelle had during their performance, the struggles that animals face at sea became more apparent. This could include getting choked by plastic bags, or even having their mobility hindered by our plastic waste. The campaign allowed viewers to relate to these struggles more intimately.
2. WWF - Ivory Lane
To raise awareness around the global elephant ivory trade, WWF set up a fictitious online store known as Ivory Lane. The store began to attract interested buyers. Soon after, it was revealed that the store was a PR stunt to expose ignorance around the ivory trade issue. Given that not many are aware of wildlife protection laws, this campaign was successful in provoking thoughts and the initiation of conversations. In this respect, the stunt was commendable. However, the approach of deliberately deceiving consumers and vilifying them subsequently may not be so appropriate. This stunt could potentially cause the audience to be more distrustful of the brand and increasingly defensive when it comes to wildlife protection.
3. Plastic Oceans UK - Future Fish & Chips
What better way to highlight our threatened oceans than to experience it. Plastic Oceans UK started a campaign where it served battered plastic to customers in a local Fish and Chips store. Patrons’ reactions were then recorded in secret. This experience gave them a taste of what is to come should they continue neglecting the environment. The campaign successfully illustrated the fact that the oceans would have more plastic than fishes in the near future. By putting plastic in our food, Plastic Oceans UK was able to highlight the impact of environmental degradation more explicitly. Many times, causes are ignored as individuals don’t feel the seriousness of its impact. The direct impact felt by patrons contributed to the great success of this campaign!
To determine the success of a campaign, many different metrics can be analysed. I believe that the best marketing campaigns should resonate with the human experience. I hope that these campaigns leave you inspired for your next community effort and perhaps encourage you to adopt some green habits. Together, we can work towards a healthier planet!