We chose to focus the campaign on a behavior change, that most North Americans can apply without major effort: using a trashcan.
Surprisingly, land-based litter is a major source of marine debris. Since plastics do not dissolve in the environment they can easily travel with wind and water through the vast river systems in North America. Last stop? The ocean.
We presented the message in a creative universe of litter items that are worried and surprised by the fact that they can travel to the ocean. Through animated storytelling, the campaign showed how small efforts can make big waves when everyone does their part!