Who Wot Why has developed the creative platform, the visual identity and the advertising campaign to help spark a movement for Greenpeace and the Everyday Plastic Project.
The work is designed to get UK households to participate in the first national survey to uncover the extent of the UK’s plastics problem, and to help force the government to properly tackle the single-use plastic issue.
WWW and its new design arm, Studiowww have designed the campaign toolkit, branding and creative platform aimed at getting people to sign up to the survey, which will measure how much plastic waste is produced and where it ends up in the world.
WWW worked with Greenpeace and Everyday Plastics Project to develop a new warm and popular tone of communications to get wide national participation from households and families as well as activists.
The platform idea is particularly designed to engage kids and get them to act, recognising their key role in educating their families and acting on a household project.
Campaign activity will target schools and communities to encourage grassroots participation and to get tens of thousands of households to sign up to take part.
The activity launches in March, culminating in a nationwide Plastic Count Week in May 2022.
Maja Darlington, a plastics campaigner at Greenpeace UK said: "The government claims to be a global leader in tackling plastic pollution but its figures don’t stack up. With the help of households across the UK, we are going to gather evidence that the government can't ignore, and push them to make changes that will actually tackle the plastic crisis."
Sean Thompson at Who Wot Why, said: “We are very fired up to get Greenpeace’s campaign out to as wide an audience as possible, and in a way which inspires people to get involved. It’s scary thinking what we’ll discover but as Greenpeace knows all too well, the government’s past behaviour proves that the only way MPs will take meaningful action is if they are shamed into doing so.”