Agency: Grey Worldwide Sdn Bhd, Malaysia

Summary Statement

The world is drowning in plastic bags, yet the public are failing to react fast enough. With a simple change of print design to an existing Tesco bag, we have transformed the bag into an ongoing incentive to re-use the bag and an active agent of behavior change. Instead of punishing customers for not re-using bags, let's reward them for bringing them back and create a life-saving habit. Just 5% of Tesco customers re-use their bags - 68% of customers re-use the Unforgettable Bag. This year we'll save at least 5 million bags – if adopted worldwide it could be in the billions.

Campaign Strategy

Situation: Malaysians use on average 300 plastic bags per year, 9 billion bags in total, the vast majority are single use, used just once then dumped. Tesco Malaysia halved the number of single-use plastic bags between 2011 and 2017, but the rate of reduction is not fast enough. Other Tescos around the world, like the UK, have already banned single-use, but Malaysian education and attitudes lag behind making a ban impossible in the short-term. Customer attitudes and behaviours have to change significantly before they will tolerate losing their free bags as part of the weekly shop.