A campaign that united all people involved
Waste in the ocean is a global problem that needs to be solved locally. The Danish Ministry of Environment wanted to assemble fishermen, yachtsmen and beachgoers to help reduce the amount of waste in Danish waters and on beaches. Rostra was responsible for the entire campaign from start to finish. With three specific target groups, it was important for the success of the campaign to include analyses of the target groups’ attitudes, knowledge and behavior in order to meet each group with relevant messages.
Through Rostra’s partnerships, 25 of the most important organizations across the three focus areas were brought together and contributed to the targeted distribution of more than 1,000,000 waste bags as part of the campaign. Rostra organized events at ports and beaches throughout the country and carried out PR campaigns that created massive publicity for the campaign in both nationwide and local media as well as on social media.