Swap For Good
To shine a light on the growing single-use plastic water bottle pollution problem and build a platform for BRITA to shout about their sustainable credentials we teamed up with UK fashion designer Henry Holland to create a limited-edition range of slogan t-shirts made from recycled plastic waste.
Leveraging the cultural zeitgeist for fashion with a cause, we emblazoned the t-shirts with two powerful slogans – Don’t be a Waster and Single-Use Plastic is Never Fantastic – and made them available to buy on Henry Holland’s website with all profits donated towards the Marine Conservation Society.
We employed environmental philanthropist and actress Lily Cole to support the campaign and encourage people to make a sustainable swap to a reusable bottle.
To launch to press and deliver the key messages in an impactful way we produced a powerful piece of video content featuring the designer and model. We hosted a press briefing at Spring with author, blogger and passionate sustainability advocate Emma Gannon, to premier the film. A panel discussion followed, featuring our ambassadors alongside a BRITA spokesperson entitled ‘The problem with plastic’, to educate the VIP media guests further. Emma live streamed this via her hugely popular Podcast series, CltAlt Delete, encouraging further conversation amongst her community of followers.
The campaign has been covered by titles including VOGUE, Harpers Bazaar, Marie Claire, Daily Mail, The Guardian, Telegraph and Huffington Post. A robust seeding campaign has seen social posts from media, celebrities and influencers, generating over 65,000 engagements to date.