This campaign is designed to address the consequences of plastic pollution and the effects that it has on the marine life within the oceans. It aims to raise awareness about the issue at hand and thus invoke a change within the audience encouraging them to make a change when it comes to their plastic consumption. This being through making conscious decisions about the afterlife of their consumed plastics and buying reusable products to avoid using plastics.

It is a campaign which targets millennials who are aged 20-35 as they are the next in line to creating a substantial change within society thus they will have a greater success in changing the attitude towards plastic within the near future.
As many millennials are environmentally conscious this campaign targets those who are Disillusioned Pessimists, Prudent Traditionalists, and Ambitious Savers as they are not fully aware of both the circumstance of plastic consumption and the change which they can make.

The campaign posters were designed to be applied across various medias including print and outdoor advertising.

Alongside products which the audience could purchase to support the cause, an app was developed to help the audience keep track of their waste production.