Get ready to meet “Kai,” a real goldfish that is the centerpiece of a social media-focused advertising campaign designed to raise awareness of plastic marine debris.
The campaign, on behalf of Project Kaisei, a nonprofit ocean cleanup initiative, was created by ad agency Cohn & Wolfe.
The plan? They're putting “Kai” (pronounced KÃ«) in a fish tank filled with plastic trash. Starting May 16, for the next 30 days, the sponsors will stream live video of the tank on the “Kai's Home” Facebook page.
In order to “Save Kai” and remove plastic from his tank, Facebook friends can make donations to the project. As donations increase, plastic debris will be removed.
Does this remind anyone else of the iconic National Lampoon cover from January 1973, “If you don't buy this magazine, we'll kill this dog?”
“With this campaign we want to help people around the world to understand the impact of plastic pollution in the ocean and rethink our use of materials that end up there as debris,” said Doug Woodring, co-founder of Project Kaisei.
Cohn & Wolfe prepared the campaign as part of a pro-bono partnership with Project Kaisei — the goal was to create a project that would cost just $1,000, be orchestrated in 30 days, and raise 10 times that amount to help fund Project Kaisei's next ocean expedition.
“This was a creative exercise to push our people's thinking to the outer limits, giving them almost no money or time to design a program that would accomplish something rewarding. Who knew the idea would center on a single goldfish? We know people will donate to help save Kai,” said Jeremy Baka, Cohn & Wolfe's chief creative catalyst.
How HDPE recycling is like aluminum
The other day at Antec, someone asked a question during my panel discussion about how plastics recycling could be more like aluminum. The question kicked off a good discussion on the differences between the materials.
Last week the “Save the Plastics” blog posted an item on high density polyethylene recycling that, if I'd seen it earlier, I could have cited it as a source. So for the benefit of everyone, I'll share it here.
According to the blog, recycling HDPE makes great sense these days, in part because of the high costs of energy and virgin resin.
Here's the part that reminded me of aluminum: According to the post, “converting previously used HDPE plastic into resin uses 90 percent less energy than virgin resin to produce.”
On the aluminum side, we've often seen the claim that recycling scrap aluminum requires only 5 percent of the energy used to make new aluminum.
Of course aluminum is more expensive than plastic, so the comparison isn't perfect. But it's a great fact that Plastics News readers can cite in support of the commercial viability of plastics recycling.
Loepp is editor of Plastics News and author of “The Plastics Blog.”