Wall of Waste
Campaign Overview
Campaign Goals :
Raise Awareness: Highlight the severity of plastic pollution and its impact on marine ecosystems. Drive Behavioral Change: Encourage consumers to reduce their plastic consumption. Enhance Brand Image: Position Corona as a socially responsible and environmentally conscious brand.
Target Audience:
Primary: General public, particularly those concerned about environmental issues.
Secondary: Young, environmentally conscious consumers aligned with Corona’s brand image.
Campaign Execution:
Waste Collection: Plastic waste was collected from Ipanema Beach over a period of time, emphasizing the ongoing issue of plastic pollution.
Wall Construction: A team of experts constructed a 15-meter-long, 2-meter-high wall using the collected plastic waste.
Strategic Placement: The wall was erected at the entrance to Ipanema Beach, maximizing visibility and impact.
Messaging: A clear and powerful message accompanied the wall, stating: “One day, the trash left on the beach will stop you from getting into it.”
Media Engagement: A comprehensive media strategy was implemented to generate maximum coverage and public attention.
Partnership: Corona collaborated with Parley for the Oceans, a non-profit organization focused on ocean conservation, to amplify the campaign’s message.
Campaign Impact:
Increased Public Awareness: The campaign generated significant media attention worldwide, sparking conversations about plastic pollution.
Emotional Connection: The visual impact of the wall created a strong emotional response, leading to increased public engagement.
Behavioral Change: Many individuals reported reducing their plastic consumption after witnessing the wall.
Brand Reputation: Corona’s image as an environmentally conscious brand was strengthened, leading to increased consumer trust and loyalty.
Challenges and Opportunities
Impact and Results
The Plastic Waste Wall campaign generated 6.6 million earned media impressions and reached 24 million people. It led to a 147% increase in brand mentions, highlighting the campaign’s significant impact and success in raising awareness and engagement.
Lessons Learned
Community Engagement: Engaging communities is essential for successful waste management campaigns.
Coordination: Effective coordination among stakeholders ensures better waste disposal practices.
Adaptability: Campaigns should adapt to changing circumstances (e.g., pandemic-related challenges).
