M&C Saatchi and M&C Saatchi PR have teamed up with charity Surfer’s Against Sewage to put the problem of single-use plastic waste “on the map”, and raise awareness of the growing issue of marine litter.
Surfers Against Sewage, one of the key pressure groups behind the introduction of the 5p plastic bag charge, is rebranding a continent-sized area of plastic waste in the North Pacific as ‘Wasteland’, which it says is the world’s newest and “most threatening country”.
It will launch activity later this year with a fully integrated campaign rolled out over the next four months.
Chris Hides, MD at M&C Saatchi PR, said: “Much has been said in recent months about marine litter and plastic pollution. To cut through and deliver the behaviour change we first need to dramatise the issue by putting marine litter into a more meaningful context.
“Casting plastic pollution as a menacing superpower allows us to deliver the call to action as we will be inviting people to Join the Resistance.”
Hugo Tagholm, chief executive of Surfers Against Sewage, added: “In a remote area in the North Pacific lies one of the most catastrophic man-made disasters to have ever affected the earth. Five times the size of the UK, Wasteland is growing and threatens to destroy us and our planet, yet it is a ‘country’ not many know about.
“We’re incredibly excited to be working with M&C Saatchi on this campaign, with an aim to change the way people view and ultimately use single-use plastics. We hope that many will Join the Resistance to stop the flow of plastic that is feeding Wasteland.”