TheTrashIsles:Howabraveactwillensuretheworld’sfirstcountry

madeoftrashisthelast

2019BraveAwardsNot-For-Profit

Client:PlasticOceansInternationalAgency:AMVBBDO

WordCount:1913

ExecutiveSummaryThereisadangerlurkinginouroceans.Lingeringoutatsea,justbeyondourperiphery.Adangerwhichposesathreattoourwildlife,ourecosystems,ourwayoflife,ourplanet.Yetitissomethingthatthoseinpowerhavesimplyignored.Anddespitethedevastatingeffectitisalreadyhaving,itisfarremovedfrompublicconsciousness.Sowesetouttofindawaytomakethisthreatimpossibletoignore.Tomakesurethat‘out-of-sightout-of-mind’becamefirmlyfrontandcentre.Wetookthoseinpowertotask,usingtheirowntoolsagainstthem.Wemadeothernationspayattentionbyinfiltratingtheirranks.Andwegalvanisedanaudiencetomaketheinvisible,visible.ThisisthestoryofhowPlasticOceanstookontheissueofplasticpollution.Howwefacedintothemessinouroceans,toputitontheglobalagenda.Howweturnedacountry-sizedpatchoftrash,intoanactualcountry.Andhowwereachedtheverytopofthepoliticalhierarchy,bygettingourmessageouttooverhalfabillionpeopleandrecruitingover240,000peopletodemandchange.We’reputtingplasticpollutiononthemap,ensuringtheworld’sfirstcountrymadeoftrashisitslast.WelcometoTheTrashIsles.

TheplightofplasticpollutionAsyoureadthis,anobsceneamountofplasticismakingitswayintotheoceans.Intotal,eightmilliontonnesayear1.Theimpactthisplastichasonourworldisstaggering:Itkills1millionseabirdsayear2.Itmeanshalfoftheseaturtlesworldwidehaveingestedplasticandbeachesaresopollutedthatit’saffectingtheirreproduction3.Itmeansdeadwhalesfoundwithbelliesfullofplasticwaste4.Itmeansby2050therewillbemoreplasticinouroceansthanfishbyweight5.Anditmeansplasticiseveninourfood–fromtablesaltandtapwatertotheactualtissueofaquaticspeciesthathumansconsume6.

Figure1:Scenesofplasticpollutioninouroceans(clockwisefromtopleft):Wastewasheduponcoastlines;asealcaughtinfloatingtrash;aseaturtlecomesacrossaplasticbottle;adeadalbatrosswithabellyfullofplasticwaste

1Oceanplastic|GreenpeaceUK.(2019).Retrievedfromhttps://www.greenpeace.org.uk/what-we-do/oceans/plastics/2Seabirdsingestingplasticwarnsstudy.(2017).Retrievedfromhttps://www.bbc.co.uk/news/uk-scotland-highlands-islands-413331253OceanPlasticsPollution.(2019).Retrievedfromhttps://www.biologicaldiversity.org/campaigns/ocean_plastics/4Ibid.5EllenMacArthurFoundationandMcKinsey&Company.(2016).TheNewPlasticsEconomy:Rethinkingthefutureofplastics.WorldEconomicCentreandEllenMacArthurFoundation.Retrievedfromhttps://www.ellenmacarthurfoundation.org/assets/downloads/news/New-Plastics-Economy_Background-to-Key-Statistics_19022016v2.pdf6MARINEPLASTICPOLLUTION-OceanUnite.(2019).Retrievedfromhttps://www.oceanunite.org/issues/marine-plastic-pollution/

Itisagrowingproblemthatistoobigtoignore,andyetwewere.Thepublicwerewidelyunaware.OxfordDictionariesfoundthatpeopleassociatedplasticwitheverydaywordslike‘chair’,‘bottle’and‘toy’-nothingassociatedwiththedetrimentalissues.7Asaresultofthelackofpublicpressure,Governmentshadignoredtheproblem.Andwithlittleregulationonplasticproducers,therewaslittleimpetusforthemtochangetheirways.Soalackofawarenessfromthepublic,combinedwithalackofpressureonthepublicandprivatesectors,wasleadingtoalackofactionoverall.AtPlasticOceansInternational,oursolegoalistacklingtheissueofplasticpollution.Wehadpreviouslycreatedglobalandnationalcampaignsaimedtoraiseawarenessandgetpeopletorethinkplastic.Weknewthatonthisoccasionweneededtofindawaytomakepeopleact.Tomaketheinvisibleproblemvisibleandimpossibletoignore.

7OxfordUniversityPress.(2018).OxfordCorpusChildren’sLanguageReport2018.OxfordUniversityPress.Retrievedfromhttp://fdslive.oup.com/www.oup.com/oxed/children/500_WORDS_REPORT_2018_FIN.PDF?region=uk

TryingtoturnthetideWhenasked,nearly75%ofpeoplebelievethattheresponsibilityfordealingwithwasteandpollutionshouldbesharedbetweenthemselves,Governmentandbusiness8.Soifwecouldputplasticpollutionmoreonthepublic’sagenda,weknewtheywouldinsistonactionbythoseinpowertoo.Wewouldthereforeneedanactiveaudiencetotakeupourcause,onethatwasusedtotakingtheleadratherthanbeinglectured.TheMillennialgenerationhasrepeatedlyshownitselftobethemostopenlyconcernedabouttheenvironment.Globally,youngpeopleconsiderthedestructionofnatureandclimatechangetobetheworld'smostcriticalissue.9Buttheyalsofelttheywerenotbeingheard–over50%believetheirviewsareignoredbeforeimportantdecisionsaretakenintheircountry.10Theywereconcernedandconsciousbutlookingfordirection.Withthisinmind,weestablishedthreeobjectives:1.Inspire:driveawarenessofpollutionintheoceaninadisruptivecampaignreaching85millionpeople.2.Incite:turnapathyintoactionbyengagingouryoungaudience–75,000ofthem-tohelpuslobby.3.Inform:stimulateconversationintheglobalmedia,forcingtheissueontotheagendaandeducatingaroundtheissue.TalkingtrashWeneededawayforpeopletoengagewithaproblemthatsitsmilesoutatsea.Asanon-profitcompany,wecouldn’trelyonbigbudgetstoraiseawarenessofthehugebutunseenissue.Butpublicinterestwouldputtheissueonthenewsagenda,whilePRinthemediawouldgetmorepeopletalkingaboutit.Thepressurefromthetwowoulddriveactionfromthoseinpower.8Delineate.(2018).PlasticWasteResearch.Retrievedfromhttps://delineate.agency/wp-content/uploads/2018/04/delineate-Plastic-Waste-Research-April-2018.pdf9WorldEconomicForum.(2017).GlobalShapersSurvey.WorldEconomicForum.Retrievedfromhttp://www.shaperssurvey2017.org/static/data/WEF_GSC_Annual_Survey_2017.pdf10Chow,L.(2017).Millennials:ClimateChangeIsWorld'sBiggestProblem.Retrievedfromhttps://www.ecowatch.com/millennials-climate-change-2482557556.html

Figure2:Ourtargetingapproach

Tolookforinsightsintohowwecouldgetthoseinpowertoact,weimmersedourselvesinpoliticalmovements,commentaryandlegislation.Inlookingathowcountriesareaskedtoshouldertheenvironmentalburdenglobally,wefoundthatallmembersoftheUnitedNationsareprotectedbytheTheRioDeclarationonEnvironmentandDevelopment,institutedin1992.IteffectivelystatesthatUNstatesareobligedto‘conserve,protectandrestorethehealthandintegrity’ofotherUNnations.Theplasticintheoceanswasn’tanation.Butitwasnation-sized.FloatinginthePacificOceanoffthecoastofHawaiiwasonepatchofplasticthathadcumulativelygrowntothesizeofFrance.

Figure3:ApatchoftrashfloatinginthePacificOceanoffthecoastofHawaii–thesizeofFrance

Thesizeofacountry,buthithertoignoredbytherestoftheworld’snations.Butwhatifwecouldmakethiscountry-sizedtrashpatchintoanactualcountry?OneacceptedandratifiedbytheUN,andthereforepartytoUNregulations,includingcleaningitup.Sowedidn’tjustcreateamarketingcampaign.Wecreatedacountry,theworld’s196thnation.

WelcometotheTrashIsles.Tocreateacountrywehadtomeetacertaincriteria.

Figure4:Article1of1993MontevideoConventiononrightsanddutiesofStates-ourguidingprinciplesandcriteriaforcreatingacountry

Step1:DefinebordersThiswasalltooeasy.WejusthadtoclaimalltheplasticfloatingintheNorthPacificOceanasourown.Nobodyelsewantedit(preciselytheproblem).Step2:FormagovernmentNext,wesetaboutcreatingagovernment.Wecreatedaflag(madefromrecycledplastic),nationalanthem,stamps,passportsandcurrency–Debris–forthemtooperateandcampaignunder.Theseareassetsthathelptogiveanationidentity,whichcreatedistinctivememorystructuresoftheirown.

Figure5:TheflagoftheTrashIsles,avisualdemonstrationoftheproblemofplasticlurkinginouroceans

Figure6:Debris,thespeciallydesignedcurrencyoftheTrashIsles

Wewantedtoutiliseasmuchinfluenceaspossible,todrivefurtherPRandresonatewithouraudience,sowestackedourgovernmentwithstarpower.WeestablishedamonarchyandtheimmeasurableDameJudiDenchputherselfforwardasQueen.BritishactoranddocumentarianRossKempwouldserveasourfirstambassador,whileSirMoFarahsteppedforwardasMinisterforSport.CampaignersSarahRobertsandTimNunnjoinedtootoprovideexpertise.

Figure7:Utilisingpeopleofinfluenceinourtargetingapproachtodrivereachandconversation,andinturncreatefurtherpressureonthoseinpowertoact.

Asthecampaigngainedtraction,manymoresteppedforwardtojointheworld’snewestnation.

Figure8:Theultimateexpertinthefield(ocean?),SirDavidAttenboroughthrewhisweightbehindtheTrashIsles,andformerUSvice-presidentandenvironmentalcampaignerAlGorewasthefirsthonorarycitizen.

Figure9:Manymorepeopleofinfluencewouldjoinournation:AmericanwrestlerandactorJohnCenabecameMinisterofDefence.HollywoodstarsChrisHemsworth,MarkRuffalo,JeffGoldblum,AndySerkisandGerardButler;comedianJackWhitehall;andmusiciansPharrellWilliams,LethalBizzleandBrandonFlowersalltookupcitizenship.Intotalwehad40influentialpersonalitiesgetinvolved.

Step3:SetUpCommunicationsWehadtoshowwewerecapableofinteractingwithotherstates.WedecidedtopartnerwithLadBibletobestreachourMillennialtargetaudience;intotal,theirgrouphasa62millionstrongfollowingof18-24yearolds,withamonthlyglobalreachofover1billion.11Togetherwecreatedachannelplanthatreflectedourobjectives.

11LadBibleinternalaudienceprofiling

Figure10:TheTrashIslescampaignapproach

AllthecommunicationswouldbehostedonTheTrashIslesHubontheLadBiblehomepage,wherewecoulddrivethemostreach,andthendistributedacrossthegroup’svariouschannelsandplatforms.Inspire:raiseawarenessoftheTrashIsles

Figure11:TheTrashIsleslaunchfilmfeaturedLadBiblefavouriteRossKemp,announcingournewnation.Ithadtobememorablebutsuccinct,portrayingthesizeoftheproblembutalsohowpeoplecouldact.ThiswaspostedonanumberofLadBibleGroupchannels,aswellasonoursocialchannels.

Figure12:TheTrashIsleslaunchvideooptimisedforsocialtoreachouraudiencewheretheyweremostlikelytobe

Figure13:TheTrashIsleslauncharticleexplainedourcampaignfurther.TheinteractiveanddynamicarticlefeaturedontheexclusiveTrashIsleshubontheLadBiblewebsite.Theimmersivearticleprovidedouraudiencewithabackgroundtotheproblemofplasticpollution,theeffectsithasonwildlifeandanintroductiontothecampaign.

Figure14:WeranapostercampaignincentralandEastLondon,whichtargetedmediaagenciestocreatefurtherPR,andranforovertwoweeks,withover2000unitsdistributed.

Allthecountries’assetsweresenttojournaliststobuildintrigueandconversation.

Figure15:CountryassetssuchasthesespeciallydesignedstampsweresharedwithjournaliststodrivefurtherPR

Incite:providemorecontexttoprovokeaction

Figure16:Ourcelebambassadorscontinuedtodriveourrecruitmentforcitizensandexplainedwhytheymustact.

Figure17:Editorialprovidedaholisticviewpointthatexplainedthevariouscausesbehindtheproblem,builtaroundstoriesthatwouldinciteaction.

Inform:simpleRTBstofocusontheenvironmentalcost

Figure18:Educationalnews-stylevideosinformedthevieweroftheconsequences,causesandpotentialsolutions

Step4:EstablishCitizensOurcommunicationswereultimatelyourrecruitmentdriveforournation.Weworkedwithchange.orgtocreateapetitionwithatwist.Insteadofjustaskingpeopletosigntoaskforchange,weaskedthemtosignthepetitiontobecomeacitizen.

Figure19:Thechange.orgpetitionwherepeoplecouldsignuptobecomeaTrashIslescitizen

NewcitizenswouldreceivetheirownTrashIslespassport.

Figure20:TheTrashIslespassport,fornewcitizens

Figure21:TheinsidepageoftheTrashIslespassportgaveasuccinctintroductiontoourmission

Andtheywereencouragedtosharetheirnewfoundcitizenshipfurtherontheirownchannels,thusrecruitingmorenewcitizensviatheirnetworks.

Figure22:NewTrashIslescitizensspreadthemessage

HittingchoppywatersHavingmetthecriteria,PlasticOceanshandedinourapplicationtotheSecretaryGeneralofTheUnitedNationsonJune8th2017–WorldOcean’sDayitself.

Figure23:OurofficialapplicationtotheUnitedNationstomakeTrashIslesacountry

AtfirstthoughweweretoldthechancesofTrashIslesbeingacceptedasacountrywere‘fairlynil’.Wecouldn’tletitgowithoutafight,ormisstheopportunityforfurtherpublicity,sowecreatedapostcardandpassportforUNspokespersonStéphaneDujarric:

Figure24:ThepostcardthatwesenttotheUNspokespersonthatsuggestedourchancesofbecominganationwere'fairlynil'

Figure25:ApassportofhisownforUNspokespersonStéphaneDujarric

WecreatedfurthercontentaroundthedialoguewiththeUN,drivingfurtherprovocationandconversation.

Figure26:OurresponsetotheUNontheLadBiblewebsite

CreatingaseachangeByturningthecountry-sizedtrashpatchintoanactualcountry,wemadetheinvisiblevisible.Wenotonlyengagedpeoplebutallowedthemtounderstandthescaleoftheproblem.Itcreatedapoliticalnaturetothecampaignbutinawaythatwasaccessibletoeveryone.1.Inspire:Raiseawarenessoftheproblem“Overhalfabillionpeoplehavebeenreachedwiththe

campaign”12Injustthefirst3monthsofthecampaign,wereached101millionpeopleonLadBiblechannels-18%morethanourinitialtargetof85million,andLadBible’sfurthestreachingcampaignever,withover50millionvideoviewsacrossallassets.13Editorialreachacrosssocialplatformsduringthecampaignhit18million,25%higherthanourtarget.14Thelaunchvideoreached7.3millionpeople,ahuge265%higherthanourtargetof2million.152.Incite:Motivateaction

“Over240,000peoplebecamecitizens–makingusbiggerthan20othercountries”

Wehad240,906peoplesignthepetitionoverthe3monthcampaign,surpassingthetargetof75,000by220%16.

Thisnumberofcitizenswouldintheorymakeusbiggerthantwentyothercountries,includingSamoa,Grenada,DominicaandLiechtenstein.Intime,we’dhavebeensettingoureyesonBarbados,IcelandandBelizetoo.

12LadBiblecampaignreporting,Sept201713Ibid.14Ibid15Ibid16AccepttheTrashIslesasanofficialcountry&helpprotectouroceans.(2017).Retrievedfromhttps://www.change.org/p/un-secretary-general-ant%C3%B3nio-guterres-accept-the-trash-isles-as-an-official-country-help-protect-our-oceans

Figure27:TheTrashIslescontinuedtoriseupthelistoftheworld'snationsasthecampaignwenton.

Peopleweremotivatedandengaged,offeringtheirownideas.

Figure28:SomeofthecommentssharedontheTrashIslescampaign

3.Inform:Stimulateconversation

“Aglobalimpactinmediaandgovernment”

GlobalnewschannelssuchasFoxNews17,CNNandEurope1,andmajorpublicationslikeNationalGeographic,Reuters18andtheDailyMail,coveredthecampaignandtheissue.

Figure29:SomeoftheheadlinesfromtheglobalcoverageofTheTrashIsles

Figure30:Thecampaignreceivedextensivecoverage,bringingmuchneededpublicitytotheissueofplasticpollution

WewereabletomaketheTrashIslesthetopicofconversationforover250millionpeople,drivingatotalmediavalueof£1.5m19.

17Quinn,R.(2017).Activistswantoceangarbagepatchtobenewcountry.Retrievedfromhttps://www.foxnews.com/science/activists-want-ocean-garbage-patch-to-be-new-country18Adela,S.(2017).The"TrashIsles":campaignersaskU.N.tomakeoceanwasteitsown...Retrievedfromhttps://uk.reuters.com/article/un-climatechange-waste/the-trash-isles-campaigners-ask-un-to-make-ocean-waste-its-own-country-idUKL8N1LP2EI19LadBiblecampaignreporting,Sept2017

Figure31:Amapshowingthecampaign'sglobalreach,withthemostmediaexposureintheUKandUS,followedbyChina.

Andthecampaignreceivedinterestandoffersfromfarandwide:ADutchcompanyofferedtobuildatablemadefromrecycledmaterialsforourGovernment.AnAustrianarchitecturemagazinewantedtofeatureTrashIsles,wewereinvitedtointerviewbyaChinesenewspaperandaColumbiantelevisionnewschannel,andaskedtospeakatafestivalinUkraine.WewerefeaturedinamuseuminGothenburgandhavebeeninvitedtodoaTEDtalk.AstampcompanyinPortlandwantedtomakeourstamps.WeevenhadapublishedpoetapplytobetheofficialTrashIslesPoetLaureate.Andwefeaturedinachildren’sbookontheimpactofplasticontheenvironmentandhavereceivedrequestsforassetstouseasteachingtoolsinschools–asignofhowthesimplemechanichelpstoquantifytheproblemforeveryone.Andultimatelywereachedthetopofthepoliticalagenda.StéphaneDujarric,spokesmanforTheUNSecretary-General,praisedthecampaignas:

Figure32:StéphaneDujarricrespondstoTheTrashIslescampaign

Mostcrucially,all193countrieshavenowpledgedtotacklethecrisisofplasticintheoceans,atthemostrecentUNconference20.MakingWavesPlasticOceansInternational’srealgoalwasnevertocreateacountrythattheUNwouldnecessarilyaccept.Wesetouttostokeaconversationaroundamassiveproblemthathadbeenignored,andtoinspireaction.Andby2019,plasticintheoceanshasbecomeasignificantdiscussionpointaroundtheworld.

Figure33:Activismaroundplasticpollutionandthetreatmentofouroceansisontherise

Inthe2018editionoftheOxfordDictionariesstudy,thewordsassociatedwithplastichadshiftedfromtheeveryday,to‘rubbish’,‘waste’,‘fish’,‘ocean’,and‘pollution’21.Theysaid:“Forthefirsttimethewordhasbeenusedinanemotivecontext,therecurrentthemebeingthedamagecausedbyplasticpollution.”22CollinsDictionarydeclared‘single-use’their2018wordoftheyear23.

20Phillipson,D.(2018).All193UNCountriesHaveSignedAPledgeToReducePlasticPollutionInTheOceans.Retrievedfromhttp://www.ladbible.com/community/inspirational-un-countries-sign-pledge-to-reduce-plastic-pollution-in-the-oceans-2018051521OxfordUniversityPress.(2018).OxfordCorpusChildren’sLanguageReport2018.OxfordUniversityPress.Retrievedfromhttp://fdslive.oup.com/www.oup.com/oxed/children/500_WORDS_REPORT_2018_FIN.PDF?region=uk22OxfordUniversityPress(2018).Children'sWordoftheYear:2018Insights.Retrievedfromhttps://global.oup.com/education/500-words/childrens-language/?region=uk23Flood,A.(2018).'Single-use'named2018wordoftheyear.Retrievedfromhttps://www.theguardian.com/books/2018/nov/07/single-use-named-word-of-the-year-2018-environment-collins-dictionary

Figure34:"Single-Use"wasdeclaredwordoftheyearfollowingtheattentionaroundplasticwasteandpollution.“Imagesofplasticadriftinthemostdistantoceans,suchasstraws,bottlesandbags,haveledtoaglobalcampaigntoreducetheiruse,”saidthedictionary.“Theword[single-use]hasseenafour-foldincreasesince2013.”24

Bychampioningplasticwasteasanissue,wehavedrivengreatsupportfromouraudience,themediaandenvironmentalcampaignersalikeforhighlightingsuchanimportantsubject.Inreachingover500millionpeople,itisclearthathavingastrongcampaignideahasensuredthatwecoulddelivermaximumPRreach.Itshowsthatnot-for-profitorganisationscanplaythoseinpowerattheirowngameandusethetoolsofGovernmentstotakethemtotask.

24Flood,A.(2018).'Single-use'named2018wordoftheyear.Retrievedfromhttps://www.theguardian.com/books/2018/nov/07/single-use-named-word-of-the-year-2018-environment-collins-dictionary.

Somethingtoleaveyouwith:Consideringaveragereadingspeedsandwithtimeforimages,thispaperwilllikelyhavetakenabout15minutestoread.Basedontheaveragepaceofplasticpollution,thatmeansanother15truckloadsofplastichavebeendumpedinouroceanssinceyoufirstpickedupthispaper.Thispaperisaboutmorethanmarketing:it’sabouthavingthebraverytomaketheinvisiblevisible;it’saboutgivingpeoplesomethingtorallyfor.

Figure35:TheTrashIslescampaign,abraveacttoensuretheworld’sfirstcountrymadeoftrashisitslast.