Because we found a great insight and with this we created a disruptive PR strategy, different to everything that had been done previously in the country, this approach ensured the effectiveness of the campaign.

"Every single meter of Peru's oceans is contaminated with plastic"

Sara Purca

Peruvian Oceanographer

Winner of the "For Women in Science" national award

This quote, which appeared in one of the most important newspapers in Peru, sums up very well the problem of the brief and why it was urgent to change many things in the country.

Oceana, the largest NGO dedicated to protecting the oceans, launched a new condiment onto the Peruvian gastronomy market: Marine micro-plastic, collected on the Peruvian beaches.

In this way we launched the movement I DONT WANT THIS IN MY CEVICHE.

The level of pollution in the Peruvian sea is an issue that is causing increasing alarm among experts, and is one of the main news stories. However, although it seems absurd, nobody seemed to care, and the excessive use of plastic has continued, both by people and companies.

Perus culinary reputation has grown impressively in recent years. The BBC and CNN classify it as a gastronomic gem, which evidently fills Peruvians with pride.

Here was our chance to attack that pride in order to achieve change. How?

A large part of the raw materials that are used in Peruvian cuisine come from the sea, the same sea is becoming more polluted.For that reason, we decided to initiate a movement that will raise awareness about this issue in a totally different way.

With this new approach,we were confident that the entire country would pay attention to what we had to say.

We wanted to impact the whole country and our strategy was based on creating indignation of the damage that plastic does to our gastronomy.

For that 15,000 condiment jars were filled with small pieces of plastic taken from trash collected on Peruvian beaches and then put on display in restaurants, shopping malls and supermarkets.

The launch went viral thanks to a video showing 14 of the country's most renowned chefs using micro-plastic to make ceviche, a Peruvian classic.

Social networks and a website were created with all the necessary information to educate people and companies about the changes that should be made to protect our sea. (http://noquieroestoenmiceviche.com )

Mixing our food with the plastic contamination garnered results, with restaurants, hotels and educational institutions making changes and joining the movement.

Big brands began making commitments.

Through the Ministry of Environment and its minister, even the government joined the movement, going as far as banning first-use plastic from all government bodies.

The movement ended up growing so much that it led to a law being created to regulate single-use plastic in the country.