Cannes Lions

THE LAZY ENVIRONMENTALIST

JOHN ST., Toronto / WORLD WILDLIFE FUND (WWF) / 2015

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This idea comes from the rather depressing truth that most people will only do things that help the environment if it’s really, really easy to do. It’s not that people don’t want to help the environment – it’s just that most people are too lazy to actually do it. Rather than try to change people’s behavior, we decided to embrace it by showing how little effort it really takes to help our oceans and the sea life in it. In fact, all you have to do is choose the seafood with the MSC logo on it. Which is really, really easy.

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