Bristol-based creative agency Enviral has been appointed by Greenpeace UK and environmental research firm Everyday Plastic to create their latest national campaign – The Big Plastic Count.
The Big Plastic Count aims to take a deep dive into the reality of the UK’s recycling rates and looks to expose whether or not the government is sticking to its pledges on the processing of plastic waste.
With the project’s launch earlier this year, 31 MPs and 97,948 households were encouraged to take part in The Big Plastic Count to gain a clearer picture of UK household plastic consumption and more accurately reflect the problem’s scale.
Alarmingly the project revealed that only 12% of the UK’s plastic waste is actually recycled, with 17% being exported abroad, 25% sent to landfill and 46% incinerated.
Enviral produced three spots for the campaign, a launch film, a how-to film and a film detailing the investigations’ final results, laying bare the true scale of the problem facing government.
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“The plastic crisis is out of control but if the government acts we can get a grip on the problem. That’s why The Big Plastic Count is so important,” Greenpeace UK plastic campaigner, Chris Thorne said.
“Getting the narrative right on a campaign like this can be make or break. Through Enviral’s understanding of our needs and their collaborative approach they’ve helped us create assets we know the public will connect with and will lead to more and more people pushing the government to take ambitious action to end the plastic waste problem.
Enviral founder, Joss Ford added: “We’ve been consistently beating the drum around the role of creatives in fighting the climate crisis and in connecting hearts and minds.
“So being able to partner with such an impactful organisation like Greenpeace UK really is a huge moment for our team and one which we hope brings real impact and holds those in power to account.”
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