Situation

Research shows that 90% of the world’s salt contains microplastic. This is a highly alarming fact that people don’t know much about. The density of microplastics found in salt varied dramatically among different brands, but those from Asian brands are especially high.

Green Is The New Black is a non-profit organization on a mission to wake people up and empower them to take positive action so that we can leave the world in a better place than how they found it.

They wanted to raise awareness around this alarming issue and inspire positive action.

Brief

Dramatize the presence of microplastics in salt to raise awareness around the issue.

Objectives

Raise awareness around the alarming presence of microplastics in salt.

Inspire positive action to refuse single use plastic.

To dramatise the fact 90% of the world's salt contains microplastics, we took recycled plastic and turned it into 3d-printed miniatures that looked just like salt. We placed the objects into salt grinders and distributed them to restaurants around the city to make people realise that microplastics are in their salt. A QR code helped show people different ways they can refuse plastic.

Data gathering

We looked at research done by Greenpeace East Asia and South Korea’s Incheon National University.

Target audience

Our target audience includes everyone since salt is such a big part of everybody’s life. However, to increase the effectiveness and amplification, we chose to focus on Millennials since they actively visit restaurants and share experiences on social media.

Approach

Thanks to social media and news feeds, people are bombarded with shocking facts and horrific truths every day. We did not want to be a part of that noise and be reduced to just another fact, rather cut through it and reach people directly. We decided to surprise people where they would usually pick up a salt grinder out of home – restaurants.

Through our CTA, we wanted to encourage people to actively refuse single use plastic items.

This informed our CTA - Learn how to refuse single-use plastic at GREENISTHENEWBLACK.COM/PLASTICSALT

The campaign lasted for 1 month and we created 10 salt grinders

that we placed at restaurants across Singapore.

HRVST

VEGAN BURG

KITCHEN BY FOOD REBEL

OTTO

BLUE LOTUS

TAKADA

URBAN FAIRWAYS

URBAN BITES

Value added to the brand: Plastic Salt has become one of the Green is the New Black's most popular video posts to date with no media support. They received a mention in the Straits Times, New Paper, Business Times, South China Morning Posts, Adage India and more PR from around the Market all for Free.

They also had an increase of nearly +600% of website visits.

Value for consumer: Consumers are more aware and society as a whole is realising the impact single-use plastic has on our lives each day.