National Geographic Bulgaria – Planet or Plastic? Campaign 2019
Every year over 9 million tons of plastic waste is dumped into the oceans. This ecological crisis grows worse every year.
Planet or Plastic is a global initiative by National Geographic Partners and National Geographic Society, which purpose is to bring awareness to the problem.
But in order for the campaign to be successful, it must be accepted globally and personally by each country…but the world’s oceans are far from Bulgaria, and far from our society to even acknowledge the problem.
The biggest challenge was to turn this global campaign into a personal one for Bulgarians citizens.
The solution: The campaign focused on using personal example, engaging Fox Network Group Bulgaria workers, who stopped using single-use plastics in the office and took part in a series of voluntary projects. The example was followed by the network partners such as Darik Radio, Oberon network, Programata, National Geographic magazine, Biograph, Diva!Young Lions Bulgaria, DM Drogerie, cable operators, sport club „Runner“, Wind2Win.
Personal example works. Here are the results, achieved in less than eight months.
– 6 times more personal pledges received by the campaign then the global target.
– 92% more concern towards the clause in online users.
– 79% of the target audience recognizes Planet or Plastic as a National Geographic initiative in Bulgaria.
– 81% of the asked claim that they are trying to reduce the use of single-use plastics.