We know what plastic is doing to the world's ecosystems. But what about what it’s doing…to us? More than 8 million tonnes of plastic are dumped in oceans every year. Less than 9% of plastic is recycled. Animals are dying, oceans are choking…but we’re not (yet…). Reducing plastic bags and straws solves only a tiny percentage of the problem. We needed more urgency – and global governmental change. 

Transforming Crisis Into Personal Urgency 

Famous

To ignite action, Grey's studio in Malaysia made the environmental plastic crisis profoundly personal. In collaboration with the University of Newcastle, we commissioned groundbreaking research that quantified how microplastic had already infiltrated our food chain. The Grey team then visualised this abstract data into visceral, everyday objects that are impossible to ignore: illustrating that consuming up to 2,000 microplastics is equivalent to eating a credit card a week. 

This stark, personal revelation became the campaign's driving force. A powerful film and an interactive website experience (yourplasticdiet.org) compelled people to sign a personal pledge, revealing their own "plastic diet." Grey created a set of campaign materials that were quickly adopted by WWF offices worldwide, leading to the fastest, largest petition ever created in WWF history. This unprecedented public outcry was presented at the United Nations General Assembly, culminating in 175 countries agreeing to the need for a first-of-its-kind Plastic Waste Treaty on March 2, 2022. 

Effective

• The single biggest public action in WWF history 

• Over 2.2M people calling for the treaty 

• 175 nations voted to adopt the need for a global treaty for plastic pollution