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The Plastic Issue

HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE, Copenhagen / PLASTIC CHANGE / 2019

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Overview

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Credits

OVERVIEW

Background

Since 1964, Sports Illustrated has published their famous swimsuit issue, featuring the most anticipated magazine cover in the world. Over its 55 years, the cover hasn’t changed, still featuring beautiful models on beautiful beaches. But while that hasn’t changed, the world has.

Around 9 million tons of plastic are dumped into our oceans every year. And by 2050 the amount of plastic will outweigh fish. In other words, it’s time to focus on the real issue.

Idea

So, on World Oceans Day, shortly after the release of Sports Illustrated’s Swimsuit Issue, we released… The Plastic Issue. The world’s first swimsuit issue that bares the naked truth about plastic pollution.

The cover featured former Sports Illustrated Swimsuit model and environmentalist, Solveig Mørk, wearing bikinis made of recycled plastic, and moved focus away from the model in the foreground to the issue in the background.

Strategy

On World Oceans Day, shortly after the release of Sports Illustrated’s Swimsuit Issue, we released… The Plastic Issue. The world’s first swimsuit issue that bares the naked truth about plastic pollution.

The cover featured former Sports Illustrated Swimsuit model and environmentalist, Solveig Mørk, wearing bikinis made of recycled plastic, and moved focus away from the model in the foreground to the issue in the background.

Execution

On the day of its release, the issue was quickly picked up by hundreds of influencers with millions of followers. It all led to a site, where people could read more about the plastic issue, take a pledge and learn how to reduce their everyday plastic use. We also created a calendar with even more helpful tips and facts.

Finally, the cover was placed in the official competition for a spot in next year’s issue, ultimately using Sports Illustrated itself to put focus on the real issue, creating a much-needed wave of change.

Outcome

The campaign is still ongoing, so results have not been collected yet.

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