In March 2018 a nationwide behavioural change campaign launched to firstly highlight the ridiculousness of single-use plastic shopping bags, and then to help Kiwis learn a new habit of always taking a bag shopping.
We collaborated with marketing, advertising and digital company BCG2 to design, raise funding, and deliver this campaign which played a significant role in the banning of SUPB by the government in 2019.
Understanding the issue deeply we identified that the key to success was not changing the material type of the plastic bag (e.g. to paper or cotton) but changing customers behaviour to always take a bag shopping, and to reuse that same bag as many times as it would allow.
With funding and support from New World, Z-Energy, NZME and others (see here for more details) the campaign launched on radio, print, social media, and bus stops.