An area of accumulative plastic trash the size of France is polluting the Pacific Ocean. In some places, it is so dense that it’s begun creating landmasses. The situation has reached such epidemic proportions that it is predicted that by 2050, there will be more plastic in our oceans than fish.
Against this backdrop, LADbible Group and creative agency AMV BBDO launched The Trash Isles, a major social responsibility campaign to empower young people to lobby the United Nations to acknowledge the plastic in our oceans as a country, in order to force the issue to be addressed.
The Trash Isles launched with everything an official country needs – an official flag, currency called Debris, and passports created from recycled materials.
This coincided with an immersive article which described the the plastic problem in more detail and how the Trash Isles campaign was aiming to raise awareness of it.
It became a big political story in the US, when Former Vice President Al Gore became the Trash Isles’ first honorary citizen. But that was just the start! Alongside a whole host of major stars, Dame Judi Dench agreed to be the queen of the Trash Isles, whilst John Cena offered to be the minister of defence.
Within the first 60 days this 360 content driven campaign reached an incredible 250m+ people across LADbible’s social channels and websites, plus globally from earned print, digital and broadcast media.
100K people signed up to become citizens within the first week and it is already the 26th smallest country in the world by population.
But it didn’t stop there. With momentum building, Stéphane Dujarric, spokesman for The United Nations Secretary-General praised the campaign as “a very innovative and creative way to bring attention to a problem that is often not seen given the location of these piles of trash, but a problem of polluting the oceans and killing life in the oceans.”
The campaign, which has the backing of leading scientists at the Plastic Oceans Foundation has been a runaway success in raising awareness of the issues of plastic epidemic in our oceans.
The next phase of the Trash Isles campaign will continue to turn apathy into action by encouraging LADbible’s global audience of 1 billion+ to make real life changes to tackle the world’s over reliance on single use plastics.