We received another validation on March 14, when the campaign won the prestigious Grand Prix award in the print and publishing category at Spikes Asia 2024. The campaign also won bronze awards under the categories Industry Craft: Illustration and Design-Posters. The agency, VML, had done the creatives for this campaign.
Spikes Asia Awards, since its inception in 1986, is the region’s oldest and most prestigious award for creative advertising. The awards serve as the definitive benchmark for not only creative excellence, but also for marketing strategy and effectiveness in the Asia-Pacific.
TOI’s campaign couldn’t have been more timely. In 2019, we generated 353MT of plastic waste, double that in 2000. On July 1, 2022, the Indian govt banned manufacture, import, stocking, distribution, sale, and use of single-use plastic items. But on the ground very little changed.
The campaign used a series of startling — even shocking — images of sea animals to stun readers to read more about the issue and identify solutions. To build a habit of environment-friendly choices, 21 tips were shared in the newspaper to eliminate single-use plastic over 21 days. Partnerships were built with multiple NGOs to spread awareness of alternatives available, and they were active in corporate parks and RWAs across key cities to educate people and conduct plastic collection drives.
UNEP shared the campaign on their bulletin, with actor Dia Mirza joining in the conversation. Several NGOS, celebrities, green influencers, activists, artists, RWAs, and schools joined the initiative.
The key call to action — signing an online pledge to eliminate single-use plastic — saw over 5 lakh people taking the pledge.
The campaign also saw India’s leading sand artist, Sudarshan Pattnaik, creating art on the beaches of Puri, depicting marine creatures being impacted by plastic. Another art installation was created in Chennai, with plastic collected from a collection drive in collaboration with Artist B Gowtham. The installation used 600kg of plastic waste and 700kg of iron waste.
Spikes Asia Awards, since its inception in 1986, is the region’s oldest and most prestigious award for creative advertising.