Ross Taylor

We conducted new research around Britain’s sustainable habits, finding that over half of Brits thought they could be doing more to reduce their environmental footprint at home.

Excessive purchase of single-use plastic, including buying plastic bottled water, was named as the nation’s biggest ‘green guilt’. To address this, we wanted to help people make small changes to make them feel good, one sustainable step at a time.

We worked with BRITA to launch The Greening Good Guide, a list of 10 resolutions to help Brits make small changes to live more sustainably.

To support the launch of the integrated PR campaign and to help visualise the growing issue surrounding household plastic waste, photographer Mary McCartney captured powerful images of BRITA’s ambassador Joanna Lumley surrounded by plastic waste at a waste facility, dressed entirely in sustainable clothing.

The images were published in every single UK national paper within 24 hours.

Social Amplification

To dramatise the issue in a way that encouraged positive action, we also created a paid social campaign with Joanna starring in a series of comedic sketches as a ‘sustainability agony aunt’. The content went live on BRITA’s social channels with impressive results.