‘These Plastics’ Campaign: Advocating Change

Major manufacturing company in Canada

Transforming Perceptions with the “These Plastics” Campaign to Advocate for Essential Plastics and Influence Policy

The ESG department for a major manufacturing company in Canada faced a significant challenge during the UN’s fourth session of the Intergovernmental Negotiating Committee on plastic pollution. They needed to counter the growing negative perception that ALL plastics are harmful and emphasise the specific and essential role of PET plastics in critical applications. To achieve this, the company required a compelling campaign that could educate and advocate on the indispensable benefits of PET plastics in areas like food preservation and medical equipment in the hopes of shifting policy discussions toward a more balanced outcome.

Services Provided

Strategic Campaign Development
Print Advertising
Billboard Ads

Landing Page Design & Development
Data Analytics
French Translations

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What We Did

Campaign Development & Strategy

We developed the “These Plastics” campaign to shift the narrative about plastics, focusing on the essential role of PET plastics. Our strategy aimed to educate global leaders and the public about how PET plastics save lives, reduce food waste, deliver essential supplies, and minimize environmental impact.

Advertising

We executed a bilingual (French/English) multi-channel advertising campaign that prominently featured street advertising in strategic locations across Ottawa, including the airport, moving billboards, and streets, to maximize visibility and impact. Additionally, we created a dedicated landing page that contained crucial information about PET plastics and their benefits.

Performance Monitoring & Optimization

Throughout the campaign, we continuously monitored and analyzed performance data to refine our strategy for maximum effectiveness. We utilized data insights to adjust our approach, ensuring the campaign’s message reached the intended audience and had the desired impact.

The Results

The “These Plastics” campaign highlighted the necessity of PET plastics, informing and highlighting policy discussions at a critical global forum.

773

Users visited the website, generating 1,200 views with an average of 1.6 visits per user

522

engaged sessions occurred, with an average session duration of 2 minutes and 29 seconds and an average engagement time of 36 seconds

134

QR Code scans were recorded from our street ads, indicating strong interest and effective positioning

47.2%

engagement rate was achieved, indicating active interaction with the content

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Major Manufacturing Company in Canada