National Geographic

Planet or Plastic?

Transforming Environmental Awareness Into Award-Winning Global Action

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The Brief

OVERVIEW

Client

National Geographic

Services

Website, Brand Campaign

Role

Creative Direction
Brand Strategy

OPPORTUNITY

As single-use plastic pollution surged to crisis levels—threatening marine ecosystems and communities worldwide—National Geographic launched Planet or Plastic?, a multiyear global initiative to drive awareness and action. Following the powerful, iconic issue of National Geographic magazine, which deeply examined the environmental impact of plastics, NatGeo sought to extend their storytelling into a consumer engagement platform. The challenge was not only to raise awareness, but to inspire measurable behavior change at a global scale—anchored in National Geographic’s unique ability to combine science, exploration, and storytelling.

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SOLUTION

Partnering with National Geographic’s digital and editorial leadership, we transformed Planet or Plastic? from a powerful editorial feature into an interactive global movement. Rather than simply amplifying the print story, we designed a digital-first pledge experience where users could commit to reducing single-use plastics, track their impact, and contribute to a real-time global tally. The platform calculated each user’s potential annual impact based on their weekly commitments—turning individual actions into a collective movement.

We combined National Geographic’s iconic visual storytelling with dynamic UX features like customizable impact calculators, localized content strategies, and multilingual support. Motion graphics, interactive engagement tools, and integrated social sharing made the environmental crisis tangible—empowering users to see how their actions contributed to measurable global change. Every design decision prioritized personal connection and shareability, creating momentum across regions and audiences.

By launch year’s end, the platform drove commitments to eliminate over 900 million single-use plastic items from consumption. Planet or Plastic? not only elevated National Geographic’s leadership in environmental storytelling—it set a new benchmark for how brands can mobilize global audiences into lasting action.

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