The Mainichi Newspapers "Plastic Fish"

The Mainichi Newspaper is committed to environmental issues. This year, they decided to curb the use of plastic grocery bags to decrease the number of cases in which marine creatures mistake grocery bags for fish, swallow them, and suffocate. The Mainichi Newspaper is committed to environmental issues Fish made of plastic grocery bags (stickers) were produced to make aquarium visitors aware of the fact that dolphins and whales mistake plastic grocery bags for fish. Several hundreds of these "fish" were placed inside the aquarium as an installation ad.. This year, they decided to curb the use of plastic grocery bags to decrease the number of cases in which marine creatures mistake grocery bags for fish, swallow them, and suffocate. Visitors could wander through the site and take on the perspective of a dolphin or whale, simulating accidents caused by plastic grocery bags. The communication, which also involved the distribution of newspapers featuring stories about plastic grocery bag pollution and canvas tote bags, primarily targeted family groups. In one month, over 50,000 people experienced the campaign. And scenes from the campaign event received major coverage in newspapers and on cable television, successfully generating overwhelming PR effect for the cause. Bronze Media Lions Winner.

Agency: Hakuhodo Tokyo, Japan.