WWF Campaign Substitutes Chemicals For Nature

WWF-Australia has launched ‘Just’, an initiative that shows how simple it is to make small changes that help make a difference for the planet – simply by replacing mass-produced and often wastefully-packaged household products with natural and sustainable alternatives.

Created in collaboration with Leo Burnett Sydney the ‘just’ campaign highlights how a host of environmentally friendly and simple items can be used to substitute many household cleaning and beauty products we use every day.

The campaign is a response to WWF’s Living Planet Report 2014, which highlights the toll our lifestyles are having on the natural world. The report reveals that Australia has one of the world’s largest ecological footprints per capita. According to the report, if the rest of the world lived like we do in Australia, we would need the regenerative capacity of 3.6 Earths to sustain our current demands on nature.

A dedicated website, features engaging ‘how to’ demonstration videos and encourages people to share their own ideas for additional sustainable alternatives through social media.

The range will be available at selected locations throughout April. The cost? A simple social currency exchange – people can pick up just in return for sharing their experience on social media and using the hashtag #JustNatural to encourage more people to make small changes that can help create a cleaner and more sustainable future.

In addition, specially designed outdoor interactive billboards with live ‘Just’ dispensers will roam Sydney, distributing the natural everyday alternatives.

Andy DiLallo, chief creative officer at Leo Burnett Sydney, said: “While we are proud of the range we have created, this is about more than products or brands. ‘Just’ is about sparking a change in mindset that can help make a real difference for the planet.”

Dermot O’Gorman, CEO WWF Australia, said: “The ‘just’ initiative has been created to show that there are simple and natural alternatives to many of the highly packaged goods people buy and use every day.

“Through the campaign, we hope to highlight how a few small changes, done by many, can help reduce our ecological footprint. It’s a way for people to think about where their products come from, how they are made and the impact they have on the planet. We want to encourage people to change the way they think and consider the environmental impact of their everyday choices.”

Credits:

Leo Burnett

Chief Creative Officer: Andy DiLallo

Executive Creative Directors: Vince Lagana & Grant McAloon

Art Director & Designer: Bruno Nakano

Copywriter: Bjoern Ingenleuf

Digital Designer: Jannifer Wong

Digital Developer: Keong Seet

Finished Artist: Nancy Yonathan

Integrated Producer: Cassie Collin

Group Business Director: Belinda Drew

Business Director: Samuel MacDonnell

Senior Business Manager: Natasha Floyer

Strategic Planner: Nicky Bryson

PR Director: Sophie Walton

Social Director: Vanessa Muller

Rapid Films

Director: Craig Rasmus

Producer: Rita Gagliardi

Yipeekiyay

Co–Director: Simon Ingerson

Sydney Allen Printers

Dean Slater

WWF

Marketing & Engagement Director: Cristel Lee Leed

National Manager – Brand, Marketing & Innovation: Marni Ryan

National Manager Communications – Phil Freeman

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