A UN Treaty to End Plastic Pollution | The Ellen MacArthur Foundation & WWF (2021-22)

"Made up of 99% oil, plastic is responsible for 12% of all oil demand and is often seen as a plan B for the petrochemical industry.” - Reuters

I led the Ellen MacArthur Foundation’s first-ever joint communications campaign, with the World Wildlife Fund (WWF), advocating for a mandate for a strong, legally binding UN Treaty to end plastic pollution.

The campaign, centered around the #AllEyesonUNEA hashtag, garnered over 48,000 mentions across key channels and was adopted by the United Nations Environment Programme in its official newsletters.

This successful campaign featured a full-page ad in The Economist global edition, along with a dedicated website, video content, and social media activations.

I like to believe our efforts likely contributed to the adoption of a mandate for a global plastics treaty in March 2022. Following this milestone, I worked closely with Dame Ellen MacArthur on communications to connect the campaign with the Global Commitment, emphasizing the need for a strong, legally binding treaty rooted in circular economy principles.

I had a chance to speak with Dezeen as a representative of The Ellen MacArthur Foundation.