The brief
Educate the UK on identifying flexible plastics and how to recycle them
How we made positive change
Former #1 tennis player Johanna Konta helped the nation get a grip on identifying flexible plastics by demonstrating the scrunch test and fronting the media story. The media campaign revealed British attitudes to recycling and flexible plastics, as well as offering key media opportunity to trial the service.
Impact
15.2m
people listened to broadcast coverage on the likes of Times Radio, BBC Radio 4 and talkSPORT
12
pieces of national coverage
60,000
impressions on Johanna Konta’s social posts on Plastic Pick-Up
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