As BRITA's lead UK PR agency for the last nine years, we’ve changed its brand perception from functional and product-led to purpose-led and culturally relevant.
This year, we wanted to talk about the issue of single-use plastic in a way that wasn’t negative or shaming.
We conducted new research around Britain’s sustainable habits, finding that over half of Brits thought they could be doing more to reduce their environmental footprint at home.
Excessive purchase of single-use plastic was named as the nation’s biggest ‘green guilt’. To address this, we wanted to help people make small changes, one sustainable step at a time.
We worked with BRITA to launch The Greening Good Guide, a list of 10 resolutions to help Brits make small changes to live more sustainably.
To support the launch of the integrated PR campaign and help visualise the growing issue surrounding household plastic waste, photographer Mary McCartney captured powerful images of BRITA’s ambassador Joanna Lumley surrounded by plastic at a waste facility, dressed entirely in sustainable clothing.
A supporting paid social campaign featured Joanna in a series of comedic sketches as a ‘sustainability agony aunt’. The content went live on BRITA’s social channels.
To ensure the campaign reached our broad target audiences, we also collaborated with influencers to document their experiences of making sustainable changes at home. A partnership with Good Housekeeping invited consumers to share their questions with Joanna as part of a live Q&A to help them to ‘Green Good’ at home.
There’s been a great response to the work so far, including coverage in every national newspaper, including The Telegraph, The Daily Express, The Times and The Daily Mail. We’ve also seen coverage across the regional print outlets, and consumer magazines, including S Magazine, Hello and OK!
With OTS already over 100million through earned coverage alone, and a message delivery of 95%, BRITA is already helping the nation to make simple changes and feel good about their personal green wins.