Brief: To create a blog post informing the general reader of key insights from the report ‘The Fraud of Plastic Recycling’ by the Centre for Climate Integrity (CCI). The piece must be a 2–3 minute read, at around 500-600 words, and present well on phone and computer.
Research: Many consumers are becoming more environmentally conscious with their behaviours. Plastic recycling is also heavily promoted by popular household brands such as PepsiCo.
Strategy: The blog post engages the general reader by focusing on household brand names mentioned in the report, whilst also staying impartial by avoiding inflammatory language or statements.
