National Geographic India released an innovative digital stunt reiterating the brandâ€™s commitment to inspire people to care about the planet. The activity was part of â€˜Planet or Plastic?â€™ – National Geographicâ€™s multi-year initiative raising awareness of the global plastic crisis and reducing the amount of single-use plastic that is polluting the world oceans.
To drive relevance and relatability for the message, the digital stunt struck a resonating chord with National Geographicâ€™s social media audience by reinstating in the audienceâ€™s mind that plastic is non-perishable and negatively impacts the environment.
Conceptualised and executed by Dentsu Aegis Networkâ€™s digital agency Isobar India, the stunt was essentially a â€˜Facebook storyâ€™ that refused to go away. Playing on the characteristic of â€˜Facebook storyâ€™ that vanishes in 24 hours, this story is non-perishable and never vanishes, just like plastic.