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Greenpeace

The Big Plastic Count

Creating Greenpeace UK's most impactful campaign of 2022, and following it up with a repeat campaign in 2024; we used creativity to get households up and down the country to take part in the largest investigation into household plastic.


Greenpeace BTS

The brief

Greenpeace and EverydayPlastic asked us to create a campaign to inspire citizen science data collection with strategy, brand platform, messaging and creative roll-out for one of their biggest yearly moments – The Big Plastic Count.

The challenge

Using creativity to inspire as many households and schools up and down the UK to record their weekly plastic usage as a citizen science campaign – with a main aim to lobby the government and supermarkets with real live stats to push to implement a more progressive plastic policy and recycling system.

The approach

With a tight timeframe, we mobilised our team to collaboratively align a series of creative platforms, campaign strategies with delivery rollout. After successfully narrowing down a concept we developed branding, messaging and full production of 3 x social first campaigns shots.

Greenpeace, Big Plastic Count Greenpeace, Big Plastic Count

Our diverse creative citizen science approach

It was critical that the final film resonated with a wide range of households in the UK and inspired actions from a diverse range of audiences. Through careful casting, and location use, as well as employing a well-known voiceover to narrate the piece, we could ensure that it spoke to as many individuals as possible.

This was a central requirement, as the data collected by Greenpeace UK needed to be presented to the government along with demands for meaningful steps to tackle the plastic crisis.

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Results

31 MPs and over ​​97,948 households took part in counting their plastic for a week in May, which equates to 1 in every 250 households in the UK, counting over 96 billion pieces of plastic. This was the biggest ever investigation into UK household plastics and the data uncovered will be crucial in convincing the government, big brands and supermarkets to take ambitious action on reducing plastic packaging.

Mask Group Young man grins over the top of a glass of water with a plastic straw balanced in its centre

“I love it so much! The lighting is beautiful, the shots are so well composed and the characters are so well cast. It’s honestly better than I even imagined.”

Daphne Christelis, Greenpeace

Greenpeace, Big Plastic Count, Production, Bristol Smiling execs surrounded by balloons prepare to cut a red ribbons

Due to the success of the Big Plastic Count campaign in 2022, we were chosen as Greenpeaces’s trusted agency for the delivery of 2024’s Big Plastic Count. You can check out the results video below.