The Welsh Government’s ban on single-use plastics was another key step in nation’s the fight against climate change journey, paving the way for a cleaner, greener future for Wales where eco-friendly alternatives become the norm.
Our campaign aim was to raise awareness of this important change in legislation, ensuring businesses and the public were informed and prepared for the ban.
Our bright and impactful creative was built around a lively and positive tone-of-voice and message to capture the nation’s attention while highlighting the positive impact this change will bring to Wales. By featuring the banned items, we were able to not only raise awareness of the change (and what it was about), but also inform and educate the public and businesses of the specific items that were no longer legal. We produced an upbeat stop-motion hero animation featuring the banned items, to ensure the message and items were quick and easy to grasp. The hero animation was promoted on TV and on digital paid media.
Our campaign strategy prioritised two audience groups: the decision-makers within companies tasked with implementing the new regulations, and the broader public, particularly individuals employed by businesses directly impacted by the ban. It was important to connect and engage with these audiences as they would be the most affected, be that by having the responsibility of implementing changes, but also to encourage customers to embrace this important shift towards sustainability.
In order to inform our audiences of the change, but also to encourage businesses to be proactive and prepared ahead of the ban, we had a tactical approach to what messages we pushed out, as well as when. We combined specific messaging with a phased campaign activity, drip-feeding useful, and practical information, to prompt businesses to get ready well in time for the change.
We used messages like ‘time is running out for single-use plastic’ and ‘run down your existing stock,’ in a range of formats including digital statics and videos. Our messaging later evolved to deliver a sense of urgency, emphasising the imminent date of the law change leading up to the ban.
The call to action and sign-off ‘Together, it’s our business to clean up Wales’ aimed to unite all businesses and people in Wales in a national effort to make a change for a greener Wales. It was important to align this campaign with the ongoing Climate Action Wales (CAW) overarching change of behaviour campaign and message ‘Together we can make a difference’, as well as including the CAW logo.
Results:
* National All Wales Business Omnibus Survey.
** National All Wales Public Omnibus Survey.
