Purpose Awards EMEA 2020: Brand Led - Best Environmental Cause Campaign

Winner: Pegasus for Holland & Barrett

Purpose Awards EMEA 2020: Brand Led - Best Environmental Cause Campaign

Winner: ‘Holland & Barrett becomes first UK retailer to ban wet wipes’, by Pegasus for Holland & Barrett

This campaign highlighted Holland & Barrett’s clear stance on single-use plastics. Having already banned plastic bags, parabens, microbeads and 240 other harmful ingredients, in 2019 Holland & Barrett became the first high-street retailer to delist wet-wipes from all UK and Ireland stores and online, after witnessing the devastating impact on oceans and rivers and sewage systems across the country, costing an estimated £100m a year. Holland & Barrett delivered a press release embargoed for Thursday 9th May, announcing the ban and calling on other retailers to urgently follow suit. Within one week, The Body Shop announced plans to delist, followed later by Selfridges.

The campaign was supported by Plastic Oceans, whose founder Jo Ruxton provided ongoing press commentary and spokespeople for social video content. The launch morning opened with a seven-minute debate on Sky Sunrise, with presenters discussing the topic of convenience versus sustainability, encouraging viewers to tweet their thoughts.

In print, ten national titles and 30 regional ran the story, where the news then filtered online, with coverage appearing on titles including The Guardian, Mail Online, The Metro, The Times, and The Telegraph. In the following days, the story was picked up by consumer and trade media, including Vogue, Stylist and HuffPost. Within its launch weekend alone, the campaign reached 943 million people. The campaign launch video, created by partner agency Social Chain, became one of the most-viewed videos from a UK brand in 2019, achieving 92% higher-than-average engagement rate.

Shortlisted

‘Fight Fire with Fire’ by DeVries Global for Zippo

‘Becoming Water Smart, For Good’ by Interel for EcoLab

‘Dove Fights Plastic Waste by MullenLowe salt for Dove

‘Think Before You Thank’, by The Romans for OVO Energy

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