WWF launches range of anti-products in campaign to promote responsible consumption

Conservation body WWF Australia has launched an initiative to educate consumers on how to replace mass-produced, packaged household products with natural alternatives.

The initiative is called ‘Just’ and highlights how a range of environmentally-friendly and sustainable items such as lemons, grapefruit, honey, mint, ginger and vinegar can be used to substitute many household cleaning and beauty products, that WWF says often come in wasteful packaging.

Created in collaboration with Leo Burnett Sydney, the ‘Just’ range of alternatives feature natural ingredients packaged in earth-friendly, recyclable and biodegradable materials.

The  organisation says ‘Just’ is a response to WWF’s ‘Living Planet Report 2014’, which highlights the toll consumerist lifestyles are having on the natural world. The report claims that humanity’s demand on the planet is now more than 50% greater than what nature can renew. It also shows that Australia has one of the world’s largest ecological footprints per capita.

The ‘Just’ range as pictured above will be available at selected locations throughout April, for a social currency exchange – sharing their experience on social media and using the hashtag #JustNatural.

WWF Just outdoor signage 540w

A campaign website, Just.net.au, features some pretty entertaining shorts in the form of ‘how to’ demonstration videos.

Additionally, interactive outdoor signage with dispensers’ will roam Sydney.

Dermot O’Gorman, CEO of WWF Australia, says the initiative has been created to show there are simple and natural alternatives to many of the highly packaged goods people buy and use every day. “Through the ‘Just’ campaign, we hope to highlight how a few small changes, done by many, can help reduce our ecological footprint. It’s a way for people to think about where their products come from, how they are made and the impact they have on the planet. We want to encourage people to change the way they think and consider the environmental impact of their everyday choices.”

Below are a few of the videos; more at Just.net.au.



Peter Roper
BY Peter Roper ON 2 April 2015
Editor of Marketing Magazine and Marketingmag.com.au