The animation
We worked with a brilliant studio to create this short, impactful film. I wrote the script and worked on the storyboarding. It’s voiced by the one and only Stephen Fry.
We used this animation in a lot of our wider communications – it worked particularly well on Instagram.
Social strategy and content
We created a lot of social content to raise awareness about the health risks of plastic.
We used striking visuals and headline copy to pull people in, and kept our messaging and call to action as clear and direct as possible.
Core messaging
I wrote a key messaging document that was used to steer communication throughout the campaign. The messaging had to work across multiple types of audience in three regions around the world.
We were extremely careful with our language. At heart, this was a story about a complex scientific discovery, so we needed to be clear and precise. We also knew the plastic lobby would pick up on any over-claims or anything that wasn’t well evidenced.
If you’re interested in the paper itself, it’s available online at ScienceDirect.
Results
The Blood Type Plastic campaign was really successful, attracting widespread mainstream coverage and a lot of attention online.
Our petition attracted over 100,000 signatures, and the Guardian listed our work as one of the ten most impactful stories of 2022.
The campaign was also awarded International Campaign of the Year at the 2022 PRCA awards.
