JOIN OUR NEWSLETTER
About This Project
Summary
At INC-5, we helped shift the plastics debate from recycling to production caps by exposing the link between plastic, oil, and climate-wrecking emissions. A bottle drenched in oil and filled with smoke became the centrepiece of a hard-hitting campaign across digital, social, print and OOH. Unignorable facts and visuals drove traffic to a website packed with evidence, arming delegates and journalists with the truth they needed to change the conversation.
Goals & Objectives
Raise awareness among INC-5 delegates and journalists of the link between plastic, oil and emissions. Shift focus from recycling to production caps, increase fossil fuel mentions by 25% vs INC-4, and drive support for including production caps in the Global Plastics Treaty.
Results & Impact
We smashed targets at INC-5: fossil fuel mentions rose 50% on social and 35% in media. Ads hit 7.7M impressions; influencer content reached 8.7M views. With just 3,300 key targets, our site drew 500+ engaged users and by the end, 100+ countries backed production caps.
JOIN THE NEWSLETTER