Send Cash, Not Trash

Strategy: Both landlocked and coastal communities pollute the ocean, but coastal communities are more likely to take action against it because they see the harmful effects firsthand. Therefore, WWF must help landlocked communities visualize their environmental impact so they can develop a sense of urgency regarding the matter.

Insight: It’s difficult to care about something you don’t see.

Idea: Send Cash, Not Trash.

We can't make inland dwellers see marine pollution, but we can make it visible to them in other ways. Our integrated campaign makes the ocean salient in landlocked communities despite their distance from it.

First we show people their trash’s journey to the ocean, then we show them how to stop it.