The Brief

Working with the United Nations Environment Programme (UNEP) on their Clean Seas campaign, aiming to raise awareness of the plastic pollution in our seas.

The Problem

The UNEP produces long-form scientific research, so I had the job of turning it into easy-to-grasp, sharable social content.

The Insight

Studies showed that rivers account for nearly 80% of global plastic emissions into the ocean, so the campaign I built focused on the source of plastic, from land to rivers to seas.

The Solution

We created the #FaceThePlasticTruth campaign in order to highlight the uneasy truths about the plastic pollution problem we’re facing.

We played on the river streams and social streams analogy in order to “pollute” the social streams of some of the most popular social platforms with “Plastic In Our Streams”.

We also created an overlay to disrupt Twitch streams and help raise awareness of the plastic pollution problem. The Twitch streamers we partnered with went live as usual and then let our overlay interrupt their stream so they could share our #FaceThePlasticTruth message.
Gradually hiding the livestream behind a mound of plastic, we showcased the pace at which our oceans are filling up with plastic.

The Result

We created a series of shareable assets and used synced posting in order to take over social feeds​ for a day.

• 300K campaign reach

• 107K views of owned content