Unplastic India
India produced twice as much plastic waste as it did in 2015–16. 34.7 lakh tonnes in 2019–20. 50% of this plastic garbage is still being wasted. This is a recipe for disaster given the negative effects on the ecosystem, marine life, and most importantly, human health.
‘Unplastic India‘ is a campaign to reduce single-use plastic, conceptualized by the largest English daily The Times of India.
When it comes to print, TOI has established its supremacy. TOI has executed powerful campaigns on the menace of Fake news and Power of Print to name a few. These campaigns are excellent lessons for anyone interested in advertising, specially the print media.
TOI focuses on the adverse impact of plastic on marine life. Over 30 million tons of plastic have been dumped in the oceans till now, contaminating and killing more than 100,000 marine creatures.
Look at the three images used in print campaign. They are visually shocking yet convey the powerful message to the audience. It asks just one question to the reader and do notice any mention of preaching text in the ads. The decision is left to the reader. A classic case of an open ended ad.
Below are some pointers on how plastic affects marine life.
- Entanglement: Marine animals such as seals, sea turtles, birds, and whales can become entangled in discarded fishing nets, plastic bags, and other debris. This can result in injuries, amputations, or even death due to suffocation, strangulation, or immobilization.
- Ingestion: Many marine species, from small fish to large whales, mistakenly ingest plastic debris. They often mistake it for prey, such as jellyfish or small crustaceans. Ingesting plastic can lead to internal injuries, blockages in the digestive system, malnutrition, and ultimately, death.
- Habitat destruction: Plastic pollution can damage or destroy critical habitats for marine organisms. Coral reefs, seagrass beds, and other fragile ecosystems can be smothered or damaged by plastic debris, disrupting the delicate balance of these habitats and impacting the species that rely on them.
- Microplastics: Microplastics, tiny plastic particles less than 5mm in size, are pervasive in marine environments. They can be ingested by a wide range of marine organisms, including plankton, filter-feeding animals, and shellfish. These particles can accumulate in the tissues of these organisms, potentially causing physiological damage, reproductive issues, and affecting the entire food chain.
- Chemical contamination: Plastics can release harmful chemicals into the marine environment. Plastic items often contain additives such as bisphenol A (BPA) and phthalates, which can leach into the surrounding water, posing a risk to marine life. These chemicals can disrupt the hormonal systems of marine organisms, impair reproduction, and have long-term negative effects.
- Disruption of ecosystems: Plastic pollution can disrupt marine ecosystems by altering the balance and composition of species. When certain species are affected, it can lead to a cascade of ecological consequences throughout the food chain, potentially impacting entire ecosystems.
Let’s take the pledge to eliminate single use plastic this World Environment day.