WATCH THE CASE FILM
In collaboration with a scientific team led by renowned marine ecologist Dr Alan Jamieson from Newcastle University, a new contaminated species was found off the coast of the Philippines at a depth close to 7000m in the Mariana Trench. The newly discovered amphipod was named Eurythenes plasticus after the PET plastic that was found in its hind gut.
Dr Alan Jamieson & Johanna Weston
CT Scan with PET fiber
We launched the campaign on the 5th of March and made history by making Eurythenes plasticus officially part of our planet's taxonomic record. Within hours of the ZOOTAXA publication, a worldwide conversation had ignited over the extent of the plastic pollution in our oceans in over forty countries without any media spend.
Following the publication of the new species, we rolled out a cross-platform campaign including paid social, cinema, OOH, Digital OOH and permanent museum partnerships. Every touchpoint encouraged people to sign the WWF petition.
Social Campaign Assets
Permanent Global Museum Exhibitions
WATCH THE CINEMA SPOT
Due to massive interest from schools to integrate the subject into the curriculum, we developed together with the scientists the website www.plasticus.school as an international educational resource that has thousands of downloads to date.