Plastic Soup Foundation 'Weapon of mass destruction'

This newspaper ad was very well received among the target audience. We were asked to make one single page ad, but this idea turned out to be the kick off of a campaign with many powerful ads to come.

Not only the plastic waste in our oceans is bad, but all the plastic around you is bad because of the serious health risks. This means that even the most harmless plastic products in your household are dangerous. So... a toy water gun is now considered a weapon of mass destruction.

We have been desensitized to news about plastic in our oceans. However, not many people realize that plastic enters our body unnoticed every day. Plastic Soup Foundation wants to create more positive awareness about this issue. Amongst consumers, but also amongst governments, policymakers and commercial industries. We want to show the core of Plastic Soup Foundation. The communication must create awareness for the fact that plastic enters our body. This can create serious health risks, such as infertility (in men and women), birth defects, a failing immune system, ADHD and autism.
Our target group is highly educated, well informed about worldly affairs and involved with societal issues. They are familiar with the issues regarding the plastic soup. Plastic Soup Foundation focuses especially on those responsible for the main household aged 20 - 49, who want to make the world a better place for their children and grandchildren in the future.
Create a single page newspaper ad for placement in de Volkskrant that tells us that plastic enters our body everyday, creating serious health risks for generations to come.