Transforming Perceptions with the “These Plastics” Marketing Campaign to Advocate for Essential Plastics and Influence Policy
The Environmental, Social and Governance (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 emphasize 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 Advertising
- Landing Page Design & Development
- Data Analytics
- French Translations
What We Did
Campaign Development and Strategy Planning in Ottawa
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
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
47.2%
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