The Plastic Forecast

Problem:

Plastic production is devastating our planet - and our health - and is set to triple by 2060. But big-spending plastic lobbyists ensure meaningful change is near impossible.

UN negotiations for a Global Plastic Treaty to end plastic pollution have stalled. Why? World leaders cannot agree on the terms of the treaty because ‘oil-rich’ countries and companies have powerful pro-plastics lobbies. These lobbyists have a seat at the table for negotiations.

We needed a way to generate widespread public support (and pressure) for an ambitious plastics treaty that puts a stop to unsustainable plastic production.

We needed to change the forecast.

Solution:

We developed a new weather metric: the Plastic Forecast. Scientists at Minderoo Foundation measured plastic in rain to create a new weather metric informing the public how much plastic will fall from the sky on any given day, and we launched it in Paris ahead of the second session of negotiations (INC-2) of the UN’s Plastic Treaty at UNESCO headquarters.

The Plastic Forecast was a lightbulb moment for every individual who cares about human and environmental health: because most plastic particles are so tiny, you can’t actually see much of the plastic waste and pollution that plague this planet.

The campaign was initially launched in Paris - with an extensive media, PR, experiential and social campaign, including live weather crosses on national broadcasters - then consequently rolled out in other cities globally as subsequent INC Global Plastic Treaty negotiations took place.

Result:

A tightly targeted activation including guerilla posters, news coverage and an extensive social media campaign on the eve of the UNESCO talks, created a global thunderclap, raising the issue of fossil-fuel plastic and the need to put in place stricter targets to limit its production.

Coverage spanned many countries with a staggering reach of 1.3 billion.