Last summer, beer company Corona piloted its first Plastic Fishing Tournament in Mexico, paying local anglers to go out into the seas not to catch fish, but to retrieve plastic waste. Now, the idea, created by advertising agency We Believers, is going global.
To mark Global Recycling Day on March 18, the brand revealed that it has held a series of events in China, Brazil and Israel as well as Mexico, connecting fisherpeople in the regions with local recycling centers to collect and recycle plastic debris. More than 150 community members participated in the collections, spending more than 15 hours collectively fishing for plastic. The initiative not only has helped to clean up the waters, it has also supported the livelihoods of those whose catches have been depleted by overfishing and pollution.