Cap Plastic Now
Jory&Co
Plastic is a global pollution problem. Recycling alone won’t solve it. That’s because plastic comes from oil, and is deeply tied to the fossil fuel industry. On current plans, plastic production will at least double by 2050, and be one of the largest drivers of oil demand and carbon emissions.
In 2024 as the world gathered to debate the Global Plastics Treaty at INC-5 in Busan, South Korea, our task was to shift the conversation from recycling to production caps. In a campaign laser-targeted at 3,300+ INC-5 delegates and journalists covering the event, we needed to ensure everyone remembered: Plastic = oil = climate-destroying emissions. With INC-5 beset by Big Oil lobbyists, we needed to cut through significant pro-plastic propaganda. Our solution was to create an images of everyday plastic water bottles, drenched in crude oil, belching out carbon emissions. We coupled this with hard-hitting stats, bringing plastic production’s horrifying impact to life. Ads were placed where we knew delegates would be, across OOH, in print, online and on social throughout INC-5. They drove to a website giving delegates and journalists the meticulously-researched information and carefully-crafted policy arguments needed to change the conversation from just recycling to plastic production caps. The Global Plastics Treaty is still being debated, but we successfully changed the conversation. At INC-5 over 100 countries agreed the Treaty must include production caps. Mentions of fossil fuels and petrostates at INC-5 grew by 50% on social media and by 35% on traditional media.