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2019 One Show - Public Relations

Planet or Plastic

Agency McCann / New York + National Geographic / New York

Client National Geographic
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OS_PR19068M

About the Work

In 2018 plastic pollution reached its peak, with 250,000 tons floating in our oceans. As a leader in exploration and preservation, National Geographic decided it was time to start a conversation about this important issue. To get people talking, we asked the world a simple question -- Planet or Plastic? For many, this question seemed familiar, because grocery clerks frequently ask, “Paper or Plastic?” So, a question of convenience became a question of conscious. To heighten awareness, National Geographic used all its media channels to ask, Planet or Plastic? We put it on the cover of our magazine and featured original reporting throughout the issue. We asked Instagram, Twitter, and Wattpadd. And, we featured our question in OOH placements, bus wraps, and TV ads around the world. As a result of our initiative, people have started to reconsider their choices, preventing over 201,123,167 pieces of plastic from entering our ocean.