#BackOurOceans
The Challenge
How do you create a movement to combat marine plastic pollution?
As part of its company-wide initiative to implement more sustainable and environmentally friendly practices, American Express launched a global campaign alongside Parley for the Oceans to drive awareness and action around the issue of marine plastic pollution.
The Solution
We rallied our joint communities on Instagram to #BackOurOceans by commenting and tagging friends underneath our posts.
For each comment across American Express and Parley’s Instagram accounts, Amex committed to clean up 2 pounds of marine plastic from beaches and coasts, up to 1 million pounds.
To help spread the word and drive awareness and action, we worked with actress and activist Shailene Woodley and 19 other environmentally-minded creators, who created scroll-stopping content.
Results
- 3.2BImpressions
- 1.3+MSocial Engagements
- 437Earned Stories
- 140K Lbsof Plastic Cleaned
