Plastic pollution is a global issue. This is exacerbated in Vietnam as it was in the top five most plastic polluted countries, discharging more than 1,8 million tonnes of plastic waste annually
Vietnam is one of the fastest developing countries but with one of the lowest average wages. So naturally, people here are extremely cost conscious. They value product by their price tags and as always, plastic is often seen as the cheaper alternative
If people decide based on price, then plastic needed a new price tag
We revealed the true cost of plastic by attaching price tags to plastic items, showing not their retail value, but their real environmental damage. By reframing plastic as something expensive, we forced people to reconsider their everyday choices
Together with WWF, we surprised people with pop-up cafes that resembled common F&B stores and helped them realize the impact of pollution in Vietnam when they were using plastic products. We fished out coffee cups, straws, plastic bottles and everyday plastic items from the beach and displayed them in these cafes around the country. Each product featured a price tag that revealed its shocking true cost to the environment. People were urged to deposit their plastic product in exchange for an eco-friendly replacement
These shifts translated into measurable improvements:
Social impressions
Social engagement
Pledges taken
Social views
