Social Media Campaign

Client: Ministry for the Environment

Roles: Creative Director, Producer, Video Director, Account Director, Copywriter, Voiceover

The Ministry for the Environment was a little concerned that, in these times, there could be a backlash to its Plastics Phase Out. We created a campaign that focussed on simple, human messages, and it got results.

New Zealand plastic reduction poster highlighting single-use plastics such as produce bags, straws, and cutlery. It mentions that each New Zealander sends at least 60kg of plastic to landfill yearly and announces a ban effective July 1, 2023. Include
Illustration of a person holding a mesh bag with fruits and vegetables. The text reads: 'Your fruit and veggies don’t need them, and neither does the environment. Single-use plastic produce bags, including compostable and biodegradable bags will be b
Announcement about the ban on single-use plastic plates, bowls, and cutlery from July 1st in New Zealand. Includes government website link.
Illustration of New Zealand banning single-use plastics, showing plastic straws, produce bags, cutlery, and tableware against a scenic background, effective July 1, 2023, with the text in a mix of English and Maori.

When the Ministry for the Environment phased out single-use plastic shopping bags, there was minimal outcry. But, by 2023, when their next phase of plastics removal was planned, the climate had changed significantly. They were concerned that there would be pushback and accusations of "woke-ism" unless the reasons behind the next phase were explained.  

​So, I suggested we use a two-fold strategy for their social media assets—a series of social tiles that linked visually with their in-store collateral. The tiles needed simple, evidence-based messages and images that evoked the clean Kiwi environment the ban is about saving. 

We also created videos in which we recruited passionate advocates for sustainability from some of the sectors set to be affected by the new plastic bans (including hospitality and the disabled community) to explain why it was essential to remove plastics from the environment. 

​The campaign was a success - especially the videos, which gained 500,000 more views than expected for less money than budgeted.   

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