The biggest wave of divorces in Ukraine
Client
Ministry of Environmental Protection and Natural Resources
Industry
Ecology
Category
Social media campaign
Our task was to persuade and prepare people for the new "less plastic" reality.
We had zero budget and only a few months to complete the task.
case study (please turn on volume on right bottom corner)
People are interested in news about celebrities' private lives, not so much about environmental causes. The crazy popularity of the show "The Bachelor" in Ukraine proves it.
So, we built our idea on that attractive reality show field and launched an all-Ukrainian flash mob that portrayed divorcing the plastic bag for which we created profiles on Instagram and Facebook. ā
āā
The flash mob of divorcing Plastic Bag was supported by more than 120 opinion leaders and reached 12 million subscribers. As a result, we got over 10,000 flash mob participants and more than 300,000 reactions — likes, comments, and shares — no paid ads, only organic.
Publications in media (organic): Vector, Š¢Š”Š, Š”Š»Š¾Š²Š¾ Ń Š“ŃŠ»Š¾, ŠŃŠŗŠ½Š°, Sostav, Informator.
Awards: 1 Gold, 1 Silver, 2 shortlists Effie Awards