Craft a transformative brand campaign to counteract LADbible’s negative perceptions by highlighting its strengths. Showcase our marketing channels and communication style to boost advertiser awareness and reposition LADbible as the voice of a generation.

An area of accumulative plastic trash the size of France is polluting the Pacific Ocean. In some places, it is so dense that it’s begun creating landmasses. The situation has reached such epidemic proportions that it is predicted that by 2050, there will be more plastic in our oceans than fish.

Against this backdrop, LADbible Group and creative agency AMV BBDO launched The Trash Isles, a major social responsibility campaign to empower young people to lobby the United Nations to acknowledge the plastic in our oceans as a country, in order to force the issue to be addressed.

Introducing a groundbreaking digital-first social movement tackling the plastic crisis: The Trash Isles.

We launched this innovative initiative by establishing The Trash Isles as a fictional country, complete with its own flag, currency named ‘Debris,’ and passports crafted from recycled materials.

Our dynamic campaign took center stage on LADbible’s social channels, featuring an immersive article that delved into the plastic problem and highlighted our campaign’s mission to raise awareness.

To amplify our message, we enlisted high-profile advocates: Former Vice President Al Gore received ‘honorary citizenship,’ Dame Judi Dench became The Trash Isles’ queen, and Dwayne ‘The Rock’ Johnson was appointed Minister of Defence.

In just 60 days, our all-encompassing content campaign reached over 250 million people across LADbible’s platforms and garnered global attention through print, digital, and broadcast media.

We then channeled this momentum into action, inviting people to ‘become citizens’ and pledge to cut single-use plastic through our Change.org petition. Within the first week, 100,000 individuals signed up, making The Trash Isles the 26th smallest country in the world by population.

The campaign, which has the backing of leading scientists at the Plastic Oceans Foundation has been a runaway success in raising awareness of the issues of plastic epidemic in our oceans.

• 340M+ reach

• 215K+ registered ‘citizens’ on Change.org

• 37M+ unique video views on social

• 136K engagements on ladbible.com