Get Your Green On
Social Impact and Sustainability Marketing
As BRITA's lead UK PR agency for the last nine years, we’ve changed its brand perception from functional and product-led to inspiring, purpose-led and culturally relevant.
This year, we wanted to find a way to talk about the serious issue of single-use plastic in a way that wasn’t negative or shaming. We conducted new research around Britain’s sustainable habits, finding that over half of Brits thought they could be doing more to reduce their environmental footprint at home.
Excessive purchase of single-use plastic, including buying plastic bottled water, was named as the nation’s biggest ‘green guilt’. To address this, we wanted to help people make small changes to make them feel good, one sustainable step at a time.
We worked with BRITA to launch The Greening Good Guide, a list of 10 resolutions to help Brits make small changes to live more sustainably.
PR and Influencer Marketing
To support the launch of the integrated PR campaign and to help visualise the growing issue surrounding household plastic waste, photographer Mary McCartney captured powerful images of BRITA’s ambassador Joanna Lumley surrounded by plastic waste at a waste facility, dressed entirely in sustainable clothing.
Client
Specialisms involved
As BRITA's lead UK PR agency for the last nine years, we’ve changed its brand perception from functional and product-led to inspiring, purpose-led and culturally relevant.
This year, we wanted to find a way to talk about the serious issue of single-use plastic in a way that wasn’t negative or shaming. We conducted new research around Britain’s sustainable habits, finding that over half of Brits thought they could be doing more to reduce their environmental footprint at home.
Excessive purchase of single-use plastic, including buying plastic bottled water, was named as the nation’s biggest ‘green guilt’. To address this, we wanted to help people make small changes to make them feel good, one sustainable step at a time.
We worked with BRITA to launch The Greening Good Guide, a list of 10 resolutions to help Brits make small changes to live more sustainably.
PR and Influencer Marketing
To support the launch of the integrated PR campaign and to help visualise the growing issue surrounding household plastic waste, photographer Mary McCartney captured powerful images of BRITA’s ambassador Joanna Lumley surrounded by plastic waste at a waste facility, dressed entirely in sustainable clothing.
To dramatise the issue in a way that encouraged positive action, we also created a paid social campaign with Joanna starring in a series of comedic sketches as a ‘sustainability agony aunt’. The content went live on BRITA’s social channels with impressive results.
To ensure the campaign reached our broad target audience groups, we collaborated with influencers to document their experiences of making sustainable changes at home. A partnership with Good Housekeeping also invited consumers to share their questions with Joanna as part of a live Q&A to help them to ‘Green Good’ at home.
There’s been a great response to the work so far, including coverage in every national newspaper, including The Telegraph, The Daily Express, The Times, The Daily Mail, The Mirror, The Sun, Express Online and Mail Online. We’ve also seen a good spread across the regional print outlets, with coverage in The Daily Record, The Scotsman, The Yorkshire Post and The Herald as well as consumer magazines, including S Magazine, Hello and OK!
With OTS already over 100million through earned coverage alone, and a message delivery of 95%, BRITA is already helping the nation to make simple changes and feel good about their personal green wins.
Over 200
Pieces of content
66,734,589
People reached across the different channels
122
Pieces of press coverage across print and online media
59,929
Total engagements via own and influencer social channels
Highlights
