National Geographic India released an innovative digital stunt reiterating the brand’s commitment to inspire people to care about the planet. The activity was part of ‘Planet or Plastic?’ – National Geographic’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 Geographic’s social media audience by reinstating in the audience’s mind that plastic is non-perishable and negatively impacts the environment.
Conceptualised and executed by Dentsu Aegis Network’s digital agency Isobar India, the stunt was essentially a ‘Facebook story’ that refused to go away. Playing on the characteristic of ‘Facebook story’ that vanishes in 24 hours, this story is non-perishable and never vanishes, just like plastic.