UNESCO: Plastic-19 Challenge

Plastic pollution remains one of the most pressing threats to our environment. As part of the Youth and Innovation for the Ocean initiative and the Local Solutions to Plastic Pollution project, UNESCO Vietnam and the Centre for Supporting Green Development asked April for a social campaign that gets young Vietnamese aged 18 to 35 to cut down on plastic.

PLASTIC-19 CHALLENGE

Rather than another lecture about plastic, the Plastic-19 Challenge starts from what young people already enjoy: practise the 4Rs (Refuse, Reuse, Reduce, Recycle) for 19 days in a row until it becomes a habit, and share the positive stories along the way. The campaign website was the main place to join, supported by April's communication plan, social content, key visuals and media plan.

The result: 200,000 reach, 40,000 engagements and 100,000 views.

EVERY DAY I CHOOSE A JOY

The music video brought Trinh Cong Son's "Mỗi ngày tôi chọn một niềm vui" to a new generation, directed by Ngãi Võ, with Quốc Đại, Hà Lê, Kyo York, Đoàn Nhược Quý, Nguyễn Văn Chung, Ngọc Khuê, Erik and MC Anh Thơ.