For Years we have implored people to be more conscious and judicious in their use of plastic. Bottles, bags, straws and cups. What started out as a convenient and cost-effective invention has started threatening the health of our planet and the future is alarming. Every year the world uses 500 billion plastic bags.
Say no to plastic. Use less plastic. Stop plastic pollution. The slogans started pouring in, but plastic use has anything but slowed down.
We need a change. We need it now. And often, the most productive way to effect change is by borrowing from the everyday. By taking a common phrase, or an insight and turning it on its head to drive home a simple, direct and powerful message.
USELESS PEOPLE ARE USEFUL. It’s not just a catchy tagline, it defies logic. It makes people do a double-take. Makes them stop in their tracks and wonder how useless can be useful. And when we reveal that ‘by using less plastic in their lives, people can be useful to the world’, the message is driven home powerfully and memorably.
UN Environment and Ogilvy launches this new thinking with a set of 3 films. Each film demonstrates how when we use less we become better.
Sukesh Nayak, Chief Creative Officer, Ogilvy India (West): Turning the word useless and finding a new meaning from it to promote using less plastic, is a great way of reminding people how simple acts can help save the environment. I am hopeful that the campaign line – ‘Useless log useful hain’- will catch on as a phrase and become a common refrain.
Atul Bagai, Country Head, UN Environment India: Over the years, Ogilvy has done an outstanding job of creatively highlighting environmental issues. So, when it came to World Environment Day theme Beat Plastic Pollution, they highlighted not just the problem of plastic pollution but also showcased the alternatives to it. These short films are witty, and we hope will encourage people to use less plastic and eventually refuse it.
Credits:
Team Ogilvy:
Sukesh Nayak, Minal Phatak, Yogesh Mani Pradhan, Saurav Das, Vaibhav Patil