Food For Thought
Agency: CarrotComm Limited, Dhaka, Bangladesh
Chief Operating Officer: Rakibul Hassan Joheb
Executive Creative Director: Saiful Azam Chowdhury Mukul
Brand Communications Director: Tasneem Zaria
Creative Director: Shaquie Ahmed
Senior Copy Writer: Murtafa Mridha
Concept, Design & Art Direction: Ahasan Habib Herok
Background
Bangladesh is one of the top 10 contributors to plastic pollution globally. A developing country of more than 160million people, Bangladesh produces more than 646 tons of plastic waste, a number that is increasing everyday. And this waste is hampering our environment, society and world in very hazardous way. A burning issue that still is not being addressed, Circular, a waste management company aimed to awareness the mass regarding the threat of this un-recycled plastic waste.
Objectives
The primary objective of this campaign was to raise awareness of the accumulating of plastic waste and the adverse effect it will have on the environment as well as the society and human race itself.
Core Idea
The core idea was to use relevant visual cues to resonate with the young target audience. And to bring up light to the fact that although food waste decomposes relatively quickly, their counterparts plastic waste materials take hundreds of years to decompose which may invoke bio hazards & create impact our country’s environment.
Execution
A 3 content series was published on social media, highlighting the time it takes for plastics to decompose compared to food items. Plastic items were portrayed through disruptive visuals, comparing the time it takes to digest food items such as noodles, burgers and fruit salad – whereas plastic items take 20-450 years. The numbers helped show the seriousness of the issue in an easily comprehendible fashion, with the plastic items manipulated to resemble one half of food items. The copy “Minutes to Eat | Seconds to Litter | Lifetimes to Suffer” was used to invoke the extremity of the situation with a call to action to dispose plastic waste responsibly.
Key Visual 1
Key Visual 2
Key Visual 3
Result/Impact
With only a minimal media budget, the campaign reached over 210,000 people, with over 3600 interactions with the communication. It also generated conversations in multiple online brand forums among brand and environmental enthusiasts.
Additionally, the campaign was highlighted in Ads of the World website and other brand related groups as well.
Thank You
