Lonely Whale turned to Young Hero for experiential campaign against single-use plastic bottles
Lonely Whale is a nonprofit bringing awareness to plastic pollution and environmental issues affecting the oceans. With creative direction from Young Hero, the nonprofit—which previously ran a viral campaign against plastic straws—launched a new campaign against single-use plastic water bottles.
The “Question How You Hydrate” campaign brought the issue of a plastic-free ocean to social media. A #HydrateLike social media challenge engaged more than 60 million people to champion sustainable alternatives to single-use plastic. A “Plastic Service Announcement” (PSA) tapped celebrity environmentalists including Jason Momoa, Zooey Deschanel and Vic Mensa to share why they ditched plastic water bottles.
The campaign also launched the pop-up “Museum of Plastic,” a showcase of the history and impact of single-use plastic water bottles. The pop-up launched at World Oceans Week 2019. Its second opening at Miami’s Art Basel featured designer Hernon Preston, and it reached 21 million on social media, earning 118 million media impressions.
To date, the Museum and “Question How You Hydrate” campaign have earned more than 350 million media impressions. Young Hero flipped the traditional stern tone of social impact campaigns with something bright, vibrant and shareable.