Delivering global environmental education through the design and launch of Plastic Changemakers

Ben Matthews

By Ben Matthews

In Case Studies

Reading Time: 2 minutes

breteau logo

“Your team has a solid understanding of your client’s needs and therefore you’re able to articulate our vision in your designs. There is also excellent project management on your end which makes the work much easier for us.”

The Breteau Foundation team

About The Breteau Foundation

The Breteau Foundation believes everyone has a role to play in stopping the destruction of the planet. Their focus is on children – to educate, inspire and equip new generations with learnings and tools to become plastic changemakers.

Their mission is to motivate mass change. To build a sense of responsibility – to inspire and support ambassadors – and ultimately empower children with a sense of purpose and passion to make an impact.

Their mission is to maximise children’s future potential by providing equitable access to quality education through bespoke teacher training, educational content and digital tools.

The Brief

The Breteau Foundation partnered with MediaWan’s Miraculous: Tales of Ladybug and Cat Noir to launch a five-module educational resource pack on plastic pollution, alongside a special Plastic Education episode of the world renowned children’s show, Miraculous: Tales of Ladybug and Cat Noir.

Empower’s brief was to launch the #PlasticChangemakers campaign and drive teachers globally to the free Plastic Changemakers resources.

The Challenge

Working closely with the Breteau Foundation and a leading independent European studio for audiovisuals, Empower was tasked to concept and design a creative approach that reflected the Breteau Foundation’s mission, but also worked within the strict guidelines of MediaWan’s Miraculous: Tales of Ladybug and Cat Noir.

These parameters were to be considered across all areas of the campaign launch, including social media and paid media strategy, our tone of voice and how we engaged with online communities.

The Approach

Following a strategic briefing workshop, Empower delivered three creative routes for all stakeholders to review, evolve and approve.

This provided direction for us to create clear campaign guidelines, which was used to design the official 5-module education pack training, the Plastic Changemakers website, digital launch assets for paid and organic social media, as well as Canva templates for regional teams to localise for French and Spanish-speaking markets. 

To reach global audiences, a global paid media strategy was implemented, alongside organic social media content management, community management and influencer outreach.

Through weekly reporting, Empower continued to optimise our strategic digital marketing approach to increase registrations.

The Results

In first 4 months of launch:

  • Website visitors: 82,000
  • Website views: 150,000+
  • Total paid media clicks: 18,000+
  • Conversion rate: 9.71%
  • Organic engagement rate: 6%
  • #PlasticChangemakers mentioned across 22 countries