BRITA and WDC's Sustainable Behavior Change Campaign: The Whale Watchers
Technology Category
- Sensors - Temperature Sensors
Applicable Industries
- Plastics
- Recycling & Waste Management
Applicable Functions
- Product Research & Development
Use Cases
- Robotic Disassembly
About The Customer
The customer in this case study is BRITA, a renowned company known for its water filtration products. BRITA has been a long-term partner with the Whale & Dolphin Conservation (WDC), a charity organization dedicated to the conservation of whales and dolphins. BRITA is committed to the environment, focusing on reducing single-use plastic waste and minimizing the use of disposable plastic bottles, both of which pose a significant threat to our marine ecosystem. The company aims to support sustainable behavior changes, particularly among the younger generation, through its various initiatives and campaigns.
The Challenge
BRITA, in partnership with the Whale & Dolphin Conservation (WDC), sought to launch a new sustainability campaign to support sustainable behavior changes in the UK. The challenge was to address the growing concern among children about the environment, with 60% of young people feeling worried about the imminent destruction of the planet and over half feeling frightened by the future of humanity. The campaign aimed to guide young generations towards their role as climate allies, demonstrating how small sustainable changes at home and at school, such as reducing single-use plastic consumption, can lessen our impact on the planet at large and help with the conservation of the whale population.
The Solution
BRITA and WDC partnered with children’s author, McFly bassist, and environmental activist, Dougie Poynter. Together with an expert team of editors, writers, and scientists at WDC, Dougie published a new children’s book ‘The Whale Watchers’. The book was used as a tool to educate children about the importance of sustainable practices and their role in preserving the environment. The campaign was promoted through traditional and digital PR efforts on both talent-owned and corporate pages, as well as social media, working closely with Dougie Poynter. To generate a legacy impact of the campaign, a competition was launched to design the most inspiring recycling bin to drive further engagement amongst schools. The winning school was rewarded with a £3,000 sustainability initiative prize, and the winning design was featured on BRITA’s recycling bins around the country.
Operational Impact
Quantitative Benefit
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