Break the Bag Habit

Overjoyed is probably the best way to describe how we felt when we were recently asked to create the Lush Campaigns, social media activity for the ‘Break the Bag Habit‘ campaign.  The campaign for those of you who haven’t heard of it, is calling for a 5p bag charge to be made compulsory for retailers. This is following in the footsteps of Wales and Ireland where a bag charge is already in place and has seen reduced usage of single use bags and seen the proceeds from the bag charges donated to charities.

Our brief was to engage influential bloggers in the campaign and create engaging social media activity. The main tactic we used to do this were competitions, designed to capture the imagination and encourage the creation of user generated content. Throughout the campaign we were lucky to have the support of wonderful bloggers especially @DorkyMum, who showed a real enthusiasm for the campaign from the offset. She writes a fantastic blog on politics, parenting, generally being green and takes amazing photos, so please go and say hi to her.

Along with numerous blogs about the campaign, we saw lots of people take part in our #burythebagmonster competition. Which generated lots of crafting and drawing of gruesome bag monsters.

And our #bagadventures competition saw children under 11 create videos telling us where they think plastic bags go when they are thrown away. It was very cute but still carried an important message that bags last for thousands of years.

To wrap up the short campaign in the build up to the Conservative Party conference, we co-ordinated a social media action targeting the HM Treasury; which saw hundreds of people tweet the Treasury demanding they introduce the bag charge. Check out this Storify with some of our favourite moments including, competition entries and blog posts and Zac Goldsmith, MP, meeting the Gruesome Lush bag monsters and backing the campaign.

Without blowing our own trumpet too much in a limited timescale we created a campaign Social Media Influence described as: ‘Such a Winner‘ and @GreenpeaceUK tweeted stating it was ‘a great campaign’.

If you would like us to run a similar campaign for your organisation please get in touch. Honestly we cost a fraction of what other digital agencies are charging and still deliver superb results. Email us at: socialchicagency@gmail.com 

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