Plastic-Free In 30 Days is a fun, easy social game to change people's attitudes and behaviors around single-use plastic. It was designed and conceived as a contagious social adventure with scalable environmental impact. The challenge is played on social media and mobile app platforms and involves 30 days of activities to motivate and educate people on the plastic-free lifestyle including tips, resources, videos and articles.

1. Plastic-Free
In 30 Days
End
Plastic
Pollution
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One Day at a Time
@plasticfreein30 #plasticFree

2. Plastic-Free In 30-Days
A fun easy social game to change people's attitudes and behaviors
around single-use plastic.
A contagious social adventure with scalable environmental impact.
Our CRAZY-BIG goal is to create awareness in an audience of over 10
MILLION engage 30K PARTICIPANTS during September 2013 to
• Change their single-use plastic behavior
• Sustain the new behaviors
• Become effective advocates in their community

3. The 30-Day Challenge
30 days of activities to motivate and
educate people on the plastic-free
lifestyle including tips, resources, videos
and articles.
We're on a mission
• Reduce plastic use, prompt consumer behavior change
• Provide resources & alternatives to single use plastic
• Heighten awareness of plastic pollution
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5. Challenge Components
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• Daily plastic-free action posted across all platforms.
• Incentivized social sharing and user generated content.
• Participants post and share photos/updates about the action to
earn points towards sponsor prizes and badges.
• Final “Celebration Badge” awarded at the end of the challenge
and prize winners announced.
• Coupons for sponsor products link back to sponsor sites
requiring an email opt-in.
• Featured Eco-Hero Friday: Each Friday one participant gets a
shout out for his/her activity.
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7. Challenge In Action
Activity Examples
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Learn- read the posted article/watch the posted video and then answer a question or
leave a comment.
Share challenge with your network
Do a plastic-free behavior (substitute glass straw, bring your own bag, cup, etc.)
Start your own plastic ban petition in your town or state (Change.org) http://
plasticbagbanreport.com/
Pick up 5 pieces of plastic pollution today
Donate to non-profit organizations: 5 Gyres, Plastic Pollution Coalition, EcoCycle
(hosts Be Straw Free), & TakePart
Put together a green on-the-go kit for a friend or family member
Post your tipping point story
Post pics of plastic free behaviors
Suggest a plastic-free behavior

8. Challenge Content
Producer-Generated Content:
• Original Articles
• Daily Action posts
• Infographics (Example: Wrap-Up
infographic of all 30 actions.)
• Promo Video
Curated Content: Original and
reposted from aggregate sites,
non-profits and influential
bloggers.
• Articles
• Photos
• Videos
• Infographics
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Sponsor-Provided Content
As desired: articles, video, photos,
comments, etc.
Sample Article Topics:
• Gyres in the ocean
• Health effects of plastic
• Hazards to marine life
• Cities banning plastic
• Landfill waste
User-Generated Content
• Photos
• My Tipping Point: Participants
personal green stories
• Action Updates
• Comments
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9. Creating Momentum

10. Partnering To Start A Buzz
Distribute press materials to all sponsors and
influencers.
Partners help build buzz via Posts, Mentions,
Links, email/newsletter to list etc.
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Potential Sites and Bloggers
• Plastic Pollution Coalition
• Treehugger.com
• Grist.org
• thedailygreen.com
• planetgreen.discovery.com
• Ecocycle.org/ (host Be Straw Free)
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Change.org
Ecology.com
Good.is
5gyres.org
thegreenguide.com
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11. Current Partners
Global alliance with reach of over 20 million people world-wide on a
mission to stop plastic pollution and its toxic impacts. As an official
PPC project all sponsorship dollars are tax-deductible.
Let's Do It! A global civic movement to clean up the
world with over 8.5 million volunteers, 108 countries
and 185 cleanups so far.

12. Current Partners
Environmental education, advocacy and outreach organization
directly reaching 90,000 people annually at music festivals and
concerts. Active and highly engaged membership with >44K
subscribers and >450K site impressions monthly.

13. Promoting The Challenge
Pre-challenge promotion across all partner
channels and portals reaching audience of over 10
million, to generate buzz and enrollment in the
challenge with strong calls to action.
• 30-60 second challenge promo video posted and
distributed
• Email campaigns via partners
• Social media tweets/status updates about the challenge
• Users prompted to “Like” the Facebook to pledge to
take the challenge
• Offline outreach via partners
• Articles and links via media partners

14. Sponsor A Movement

15. Sponsor Benefits
• Reach unique audience
• Acquire new customers and generate sales
• Generate emotional affinity for the brand
• Recognized as an environmental leader
• Measurable engagement, ROI via coupons or kit
• Direct engagement and connection with participants

16. Target Audience
Ages 18-44
Predominantly female
Some college education
• Online research target audience most likely to to participate
• Interested in environmental issues
• Make purchasing decisions
• More willing to bring single-use plastics alternatives on-the-go

17. Champion (Founding Sponsor)
$30,000
• Title Sponsor
• Leading Logo on Cover Photos and Background Screens (FB, Twitter, Pinterest)
• Profile on Company and efforts to reduce single use plastic (full article)
• Link on FB Page w/coupon to products
• Sponsored post once a week (4 posts total)
• Brand Logo and Sponsored by in Promotional Video
• Sponsor Challenge Completion Badge
• Sponsor 2nd and 4th Week Completion Badges
• Sponsor 4 Challenger of the Week/Shout Out’s
• Sponsor of Friday Faves X 4
• Press Kit personalized for Sponsor (logo, graphics, etc)
• Logo on Scorecard and activity boards
• Leading Logo on wrap up graphic with all actions

18. Hero (Premier Sponsor)
$20,000
• Logo on Cover Photos and Background Screens (FB, Twitter, Pinterest)
• Profile on Company and efforts to reduce single use plastic (full article)
• 2 Sponsored Posts
• Sponsor 1st and 3rd Week Badge
• Link on FB Page w/coupon to products
• Brand Logo and Sponsored by in Promotional Video
• Sponsor of Tipping Point user stories
• Sponsor best Tipping Point story prize
• Press Kit personalized for Sponsor (logo, graphics, etc)
• Logo on Scorecard and activity boards
• Logo on wrap up graphic with all actions

19. Advocate (Supporting Sponsor)
$10,000
• Logo on Cover Photos and Background Screens (FB, Twitter, Pinterest)
• Profile on company and efforts to reduce single use plastic (short article)
• 1 Sponsored Post
• Link on FB Page w/coupon to products
• Brand Logo and Sponsored by in Promotional Video
• Press Kit personalized for Sponsor (logo, graphics, etc)
• Logo on Scorecard and activity boards
• Logo on wrap up graphic with all actions

20. Friend
$2,500
• Logo on Cover Photos and Background Screens (FB, Twitter, Pinterest)
• Link on FB Page w/coupon to products
• Brand Logo and Sponsored by in Promotional Video
• Press Kit personalized for Sponsor (logo, graphics, etc)
• Logo on Scorecard
• Logo on wrap up graphic with all actions

21. Be A Sponsor
Join the Plastic-Free Challenge

22. Produced by CREATRIX INTERACTIVE
In collaboration with a team of cause marketing, social media and
game design rock stars, plus a couple of neuroscientists (to make sure
we’re speaking to the emotional brain).
Creatrix Interactive is a boutique content strategy/production and video
marketing company specializing in converting target audiences to the lifestyle
habits and values of mission-driven LOHAS brands.
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We wed compelling storytelling with rich media to create emotional
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connection between your brand and your target audience to reach, teach and
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prompt them to take action.
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Mikhaila Stettler, Executive Producer
http://www.creatrixinteractive.com/
mikhaila@creatrixinteractive.com
http://www.linkedin.com/in/mikhailastettler
@MikhailaCreates
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CREATRIX INTERACTIVE
Copyright 2013
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