The #DitchDisposable campaign encourages people to take action against plastic pollution by posting photos of their eco-friendly habits like using reusable water bottles. The campaign aims to raise awareness of plastics' harmful effects on oceans. It partners with reusable water bottle companies and uses social media and paid ads to promote reducing disposable plastic use and protecting oceans. The document provides details on the campaign's strategy, branding, partnerships, and lessons learned from its initial outreach efforts.

1. Branding Guide
#DitchDisposable
By: Victoria Jimenez

2. What if you could change the world
with just one photo?

3. About The Campaign
Encourages people to take action and protect what you love by building
awareness on the harmful effects plastics have on our oceans and allows
people to show their support in eliminating plastic waste by posting a photo of
their eco friendly habits such as using reusable water bottles.
About Our Campaign
#DitchDisposable

5. Our Values
Advocacy Empowerment Change

6. Our Personality
Altruistic
Open
Trail Blazer
Passionate
Free Spirited

7. Tone & Manner
Impassioned
Active
Strong
Thought Provoking
Compelling

8. Look & Feel
NaturalBright
Pure
Green
Dynamic

9. Our Strategy
1. Partner Outreach (Reusable Water Bottle Companies)
• Emails Partners with pitch and include strong messaging
2. Social Media Outreach (Both Reusable Water Bottle Companies & Jessica)
• Facebook
• Twitter
• Instagram
3. Paid Advertising (To attract people like Jessica)
• Twitter
• Google Adwords

10. Client Profile:Jessica
Client Profile 1:
Jessica
Demographics
Single, Female, 26
Residence: Bay Area, Oakland, CA
Occupation: Nonprofit: NRDC in the
development office
Psychographics:
Personality Type: very anxious about the
state of the world and the environment
around us,
She loves going to the beach and hiking

11. Elevator Pitch to Jessica
There are 46,000 pieces of
plastic floating in every square
mile of the ocean.
What will you do to
reduce that number?

12. #DitchDisposable
is an opportunity to share
your story and tell a greater
audience about the harmful
impact of plastics in the
ocean.

13. You could be the catalyst to CHANGE and cause
others to consider their own ACTIONS and why they
should protect the ocean and
protect what they love.

14. #DitchDisposable Campaign Targeted to Jessica

15. Client Profile 2: Reusable Water Bottle Company

16. Partners

17. What We’re Asking
We’re asking each partner to promote
our day through their social media
outlets the week of the event, and
multiple times on Friday the 28th.

18. Our Pitch
Hi ________,
We’re very excited about #ditchdisposable - an online campaign to empower people to
make small changes that make a big difference - starting with reusable water bottles.
We’re looking for a water bottle company to promote during our campaign and want to
know if you are open to helping us spread the word. It requires almost no effort and will
make a big difference.
Details:
● March 28th
● How you can help? Help us share and spread through social media using the
#DitchDisposable hashtag
Let me know if you want to join in or pass it along. Thank for helping spread the word.

19. Partner Outreach
We pitched to KleanKanteen, CamelBak, bkr, &
LifeFactory.
We were successful in partnering with both
KleanKanteen and CamelBak.

21. Social Media Outreach
We began scheduling Twitter & Facebook tweets and
posts three weeks from our campaign launch date of
Friday 3/28.
Additionally, we began calling out and following our
partners and other influencers on social media.
We engaged with our audience through RTs, Likes, etc.

22. Social Media Wins

23. Paid Advertising
We spent $50 on Twitter Ads, promoting five of
our most popular Tweets, one week from launch
date.
We spent $100 on Google Adwords, creating two
separate Ads both of which directed audiences
back to our landing page

24. What Worked
Partnerships: We successfully partnered with KleanKanteen AND
CamelBak
Social Media Outreach: Prior to launch date we had engagement on
Twitter & Facebook, including several RTs, 45 uses of
#DitchDisposable
Advertising: We had over 11,000 impressions on Twitter, 74 clicks. For
Adwords we had over 130,000 impressions and an average position of
3.2

27. Lessons Learned
1. We had more engagement prior to launch
date due to Twitter Ads and Partner
engagement
2. We didn’t have access to the Instagram
account until later so that approach wasn’t as
effective