Greenpeace: Ocean of the Future

Greenpeace, the non-governmental organisation, raised awareness around the UK outside of their core audience to drive people to sign their petition against supermarket plastic waste.

Campaign details

Agency: Ogilvy

Greenpeace has always campaigned against ocean pollution and it's more important than ever - by 2050, there will be more plastic in the ocean than fish.

We partnered with Greenpeace to raise awareness outside of their core audience and to drive people to sign their petition against supermarket plastic waste.

Strategy

By embedding behavioural science at the heart of the strategy, the campaign raised awareness and prompted action.

The strategy was grounded in three behavioural science principles:

Concreteness Effect

People process concrete concepts faster than abstract ones, and the concept of ocean plastic, which conjured...

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