National Geographic · Planet or Plastic · Isobar (Dentsu Network) 

​

My role: Copy Supervisor — leading creative concept, campaign strategy, and execution

​

14 million impressions. 2.5 million volunteers pledging to reduce plastic usage.

One Facebook Story that refused to disappear.

​

National Geographic's Planet or Plastic campaign needed to cut through a cluttered social media landscape and get Indian millennials to actually care about plastic pollution. The insight was simple but powerful: social media stories are ephemeral — just like plastic was supposed to be, but isn't.

​

So we made a 'Story That Stays' — a Facebook Story that we refreshed every 24 hours at the backend,

making it permanently visible, just like plastic in our oceans.