Following on from the success of Joanna Lumley & BRITA’s social films, the Dear Joanna campaign put Joanna back in the advisory role and lets people confess their Single-Use Plastic Sins (SUPS). To bring the campaign to life, a host of assets were created, including a hugely impactful collection of photographs shot by Mary McCartney, a mini comedy series to dramatise the issue in a way that encourages positive action, and The Greening Good Guide. In addition, to ensure the campaign reached a broad target audience, we collaborated with influencers to document their experiences of making sustainable changes at home. A partnership with Good Housekeeping invited consumers to share their questions with Joanna as part of a live Q&A to help them to ‘Green Good’ at home. In the early launch, the campaign was recognised and announced as Campaigns ad of the day: https://www.campaignlive.co.uk/article/brita-get-green-on-iris/1710207 The Joanna video series generated over 5% to 8% engagement across social channels.