Planet or Plastic? is National Geographic’s multiyear initiative aimed at raising awareness about the global plastic crisis and reducing the amount of single-use plastic that enters the world’s oceans. Using the power of storytelling and science, NatGeo is encouraging its audiences around the world to help tackle the crisis, beginning with the release of the famous plastic bag/iceberg National Geographic magazine cover. The multiyear effort includes a major research and scientific initiative, a continued consumer education and engagement campaigns. This year's brief was to focused on the Asia area and Pacific's Ocean problem.

Nine million tons of plastics are dumped in the ocean each year – that is about one truck of garbage per minute. China, Indonesia, Philippines, Vietnam and other 8 countries in East Asia are dumping the most plastic waste in the world. Indeed, East Asia is producing waste faster than any other region. That's why we've focused this year communications on those places, using art, the universal language.

We've invited 12 young artivists - artists that have already a voice against the pollution problem - from the 12 countries that suffer most from ocean plastic pollution to answer the "Planet or Plastic?" question trough art and continue to spread the message. Each piece of art highlights the environmental and health impact of plastic waste on their country’s marine ecosystems and all who rely on them. Each one was inspired by real news and is accompanied by a short video explaining the artists' process and testimonial.

Nine million tons of plastics are dumped into the ocean each year, and the East Asia countries are the most responsible for it. So, we've target our communication to those countries first, and amplified to the nearest countries and strategic regions.

We've covered all medias. We use our arts to create online ads, posters, prints, outdoors media, clothing and we've turned our 12 art pieces into a special calendar and have sent them to 1500 of the most important CEOs and influential people of those countries.

The CEOs that have received our calendar shared it on their social media and have committed to make their companies more sustainable. Since the beginning of the campaign, the social media shared the arts and claimed for changes. This raised even more awareness for the problem, creating content on news websites, newspapers and TV shows. All this combined helped to reinforce NatGeo's protagonist role on the pollution subject and raise brand awareness. In numbers: 8,684,792 media impressions, USD 323,499.36 free media and PR coverage and 31% increase in site traffic year on year.