Short and simple:

Treat plastic bottles like tobacco

(resp.: treat plastic bottle drinkers like smokers).

Turn plastic bottles into a „social no-go“ - in an innovative, creative and activating way; primarily through powerful social media videos; with a special focus on young and digital target audiences.

Intensive social media campaign (May - Oct. 2017) with 2 viral campaign videos (June 2017: No public drinking from plastic bottles - only in special “plastic bottle drinking cabin”; Sept. 2017: Sampling of plastic bottles with shock pictures on labels) and online petition to Austrian & German government on www.change.org (starting May 2017).

PFD (Partei Plastikfreies Deutschland = Party for Plastic-free Germany) presented at German elections in fall 2017.

Press conference together with Werner Boote (producer "PLASTIC PLANET") - to present campaign and draft law to Austrian government to ban plastic bottles by 2025 (June 2017).

Stakeholder relations (NGOs, political representatives) and media work (ongoing; since June 2017).

Media Outputs (Austria):

Covered in all relevant Austrian print and digital media (reach: 2.2 million); positive & supportive tonality

Target Audience Outcomes in campaign period May - Oct. 2017:

Facebook: total reach 3.1 million. (A: 1.3 million, D: 1.8 million); interactions (shares, comments): total 17,252 (A: 9,680; D: 7,772)

Video 1: 2 million views on Facebook, 1,5 million views on YouTube

Video 2: 1 million views on Facebook, 500,000 views on YouTube

Petition: 125,000 signatures calling for a ban of plastic bottles

Business Outcomes:

Campaign has been nominated as best practice digital campaign for all countries the company is operating in.

Market research proves: consumer clearly associate the company with environmental protection & sustainability

Double digit market growth for the company in Austria (2017: +16,1%) and Germany