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JUST Water Asks Aussies to JUST Change in Latest Campaign

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Campaign developed by M&C Saatchi FABRIC

JUST Water Asks Aussies to JUST Change in Latest Campaign

Every minute around the world, one million single-use plastic bottles are purchased. If this statistic isn’t confronting enough, you may find it alarming that this number will jump a further 20% by 2021*, creating an environmental crisis that some predict will be as serious as climate change.

The impact of single-use plastic is largely accepted and of course, condemned and Gen Zers are among the most concerned. Almost 9 out of 10 are worried for the environment, and a further 1 in 4 indicating that protecting the planet is what they believe businesses need to prioritise**. This is why Gen Z are at the core of JUST Water’s JUST Change integrated campaign, launching today via M&C Saatchi FABRIC.




JUST is 100% Australian spring water packaged in a plant-based carton, the creation of which produces 50% less carbon emissions compared to plastic bottles. Launched in Australia in 2019, JUST is stocked in businesses who share its mission to reduce plastic in this world, including IKEA, Shangri-La Hotel, Four Seasons Hotel and Novotel. Now, it’s calling on Gen Z to help drive meaningful change in Australia by nominating other businesses that should JUST Change and switch to plant-based packaged water - cafes, offices, hotels, universities and gyms, to name a few.

Says Jaden Smith, who co-founded JUST with a passion for actioning small change to make a big difference which we know is a shared belief amongst fellow Gen Z’s: "Everything we do stems from the belief that one carton may not save the world, but it's a start,” for this reason, “we are so excited to put the power of this campaign in their hands. Using TikTok, we hope to empower this generation with knowledge and a sense of urgency for action."

At the centre of the campaign is Melbourne-based TikTok creator Jasminetxo, who boasts over 3 million followers on the networking platform. Jasmine, along with fellow creators, Sooklyn, Sebby Laz, Shay and Nate, Sam Fricker and Rory Eliza, went live on the platform this week, which earlier this year was reported as being used by more than 1.6 million Australians, the majority of whom are under 25 years of age.

Says Jasmine: “I’m so excited to be a part of this important campaign. As an individual who associates as Gen Z, with an audience reflective of this generation, I want to use my platform to shed light on the small changes we can make to better the world we live in. Working with companies like JUST, who share a similar passion for environmental change, will hopefully start a much needed conversation amongst young Aussies.”

Tapping into the sound function on TikTok, JUST have enlisted some of the platform’s most creative Gen Z users, sharing content encouraging their audience to nominate ‘mission aligned’ cafes, offices, hotels, restaurants, gyms and businesses they want to see make the switch.

Says Krystyna Frassetto, head of communications, M&C Saatchi FABRIC: “We are thrilled to announce the partnership between M&C Saatchi FABRIC and JUST.

“Our new campaign JUST Change is an excellent representation of what hyper-passion marketing is all about - it connects JUST Water to the hyper-relevant, important issue of plastic waste that youth audiences are incredibly concerned about. Moreover, partnering with Jasmine on TikTok and inviting fans to actively participate in the campaign and spread our message, reflects the new ways audiences experience and share stories - marketing ‘with’ them rather than ‘to’ them.”

The lifestyle division of M&C Saatchi Sport & Entertainment was launched earlier this year in response to the increased demand from brands looking to engage with consumers’ ‘hyper passions’ across fashion, food, beauty, health and wellbeing.

*Study: A million bottle a minute: world’s plastic binge as dangerous as climate change

**Study: Gen Z Believes in Its Own Power to Make Change, But That Companies Must Lead the Way

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Creative Agency: M&C Saatchi Fabric

Krystyna Frassetto – Head of Communications
Jon Kelly – Creative Director
Saynaree Oudomvilay – Account Director
Camilla Littlejohns – Account Director
Billie Gurr – Account Manager
Maddy Lawler – Senior Account Executive
Megan Leckey – Designer
JUST Australia
Nicole Saleh
Danielle Saleh
James Rodger
Kshitij Talwar
JUST USA
Kara Rubin
Bonnie Boyes
Frank Fundaro
M&C Saatchi Australia Group, Mon, 14 Dec 2020 04:06:51 GMT