Educating children on how small changes can have a big impact

Partners since 2012, we’ve worked alongside BRITA and its long term charity partner, the Whale & Dolphin Conservation (WDC) to support sustainable behaviour changes in the UK. Earlier this year we were tasked with launching BRITA’s new sustainability campaign with WDC.

Research found that children are increasingly concerned about the environment, with 60% of young people feeling worried about the imminent destruction of the planet and over half feeling frightened by the future of humanity.

So, we partnered BRITA and the Whale & Dolphin Conservation with the children’s author, McFly bassist and environmental activist, Dougie Poynter. Working with an expert team of editors, writers and scientists at WDC, Dougie published a new children’s book ‘The Whale Watchers’.

Aiming to guide young generations towards their role as climate allies, the story of ‘The Whale Watchers’ demonstrates how small sustainable changes at home and at school, such as reducing single-use plastic consumption, can lessen our impact on the planet at large and help with the conservation of the whale population.

We conducted campaign outreach through traditional and digital PR efforts on both talent owned and corporate pages, as well as social, working closely with key talent Dougie Poynter.

To generate a legacy impact of the campaign, we will also launch a competition to design the most inspiring recycling bin to drive further engagement amongst schools. The top school will be rewarded with a £3,000 sustainability initiative prize with the winning design set to be featured on BRITA’s recycling bins around the country. 

The project reaffirms BRITA’s commitment to the environment through reducing single-use plastic waste and minimising the use of disposable plastic bottles - both of which pose an enormous threat to our marine ecosystem.