- Firstname/Profession
- Abe
- Marketing Consultant / Marketing Strategist
- 12 Plus years Experience
- Hamilton, Wellington, Tauranga
-
6189
Represented: 18/10/18
2018 Social Marketing: Bags Not Behaviour Change Strategy
About Project
What’s “Bags Not” all about? We all know that single-use plastic bags are bad news. So here’s a way we can all get together and get rid of them. Just say “Bags Not” the next time you’re offered one at the shops. It’s that easy.
If we each use just one single-use plastic bag a week we’d reduce the number by 1.35 billion. Now that’s positive change!
If every single-use plastic bag was used to carry shopping twice, we’d reduce the number by half – that’s 530 million fewer plastic bags!
Single-use plastic bags are used for just 12 minutes on average. But they’ll spend thousands of years contaminating our environment.
Industries
Charity
Specialties
Advertising, Brand Activation, Digital Strategy, Interactive Advertising, Marketing Strategy, Social Media Strategy
Client
Bags Not
Issue:
Single use shopping bags are the posterchild for wasteful and polluting plastics. We all know we shouldn’t use them but many of us are on autopilot when it comes to the alternatives and want someone to help us learn about our options.
Insight: Build a grassroots movement on the behaviours we want to encourage.
An inclusive strategy around social engagement welcomes everyone who wants to reduce single use bag waste - businesses, consumers and local government.
A grass roots behaviour change approach promotes multiple alternatives that all address the everyday routines we must tackle to turn good intentions into action.
Idea: Say Bags Not to single use plastic bags
An original five Rs mantra ‘Reduce, Reuse, Replace, Recycle & Restore’ helps cut the number of bags being used and train bag users not to need them tomorrow.
Impact
From its conception as a pro-bono idea Bags Not secured $300k seed capital from Foodstuffs and launched through the New World retail chain nationwide.
The multi-layered campaign grew a community over 13,000 followers in months and added to the momentum that helped achieve a single use plastic bag ban.
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