Corona Beer’s Plastic Fishing Tournament
Corona organized the Plastic Fishing Tournament as part of its commitment to combat plastic pollution in the Pacific Ocean around Mexico.The alarming issue of plastic waste, with an annual influx of 750 million plastic containers into the ocean, prompted Corona to take action.The goal was to raise awareness about the severity of plastic pollution and inspire meaningful change.
Campaign Overview
Event Details :
The tournament took place on June 12 in Mazatlán, a picturesque resort town in the state of Sinaloa, Mexico. Local fishermen, in collaboration with recycling company México Recicla and environmental organization MazConCiencia, enthusiastically participated. Their mission: retrieve plastic from the Pacific Ocean and turn the tide against the growing pollution crisis. By making a small change to their packaging, Colgate managed to deliver a powerful message on water conservation, proving that every drop counts.
Participation
About 150 people participated in the events, dedicating more than 15 hours collectively to fishing for plastic, demonstrating a strong community engagement.
Collaboration: Corona partnered with local recycling companies and environmental organizations to maximize the impact of the event. This collaboration ensured that the plastic collected during the tournament was properly recycled and disposed of.
Economic Support: In a show of support for the local economy, Corona and local recycling companies compensated independent fisherpeople for their hauls and time supporting the expedition. This not only helped clean the oceans but also provided financial benefits to those who make their livelihood from the sea.
Impressive Results: Over a span of four hours, more than 60 fishermen on 30 boats collectively removed an astounding 2.9 tonnes of plastic from the channel between Isla de la Piedra and the Urías estuary. This specific area had been significantly impacted by waste left behind by tourists. The collected plastic was a powerful visual reminder of the urgent need for action.
Recognition and Rewards: To incentivize participants, Corona and its partners offered generous cash prizes for the top plastic collectors. The boat that gathered the most plastic (a staggering 319 kg) received MX$15,000 (approximately US$750). Second and third places received MX$10,000 and MX$5,000, respectively. All participating fishermen were recognized with medals and received vouchers for utilities and utensils crafted from recycled materials.
Impact and Results
The tournament’s message was clear: individual actions can lead to collective impact. By engaging people in a fun and competitive activity, Corona was able to educate participants and spectators about the importance of protecting our oceans from plastic pollution.
Lessons Learned
- Environmental Impact: Since December 2020, the partnership between Corona and México Recicla has successfully collected over 5 million kg of plastic, contributing to the fight against environmental degradation.
- Global Reach: The tournament took place in several countries around the world, including China, Brazil, Mexico, and Israel, showcasing its international commitment to the cause.
The Corona Plastic Fishing Tournament is an excellent example of how brands can leverage their influence to promote environmental sustainability and encourage community involvement in preserving our planet’s natural resources.
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