BAGGING BEHAVIOURAL CHANGE; CHANGING SCOTLAND’S SHOPPING HABITS
CLIENT : SCOTTISH GOVERNMENT
With the Scottish Government about to introduce a new 5p charge for single-use shopping bags, our task was to win the hearts of the Scottish public to support something that could be unpopular and change the shopping habits of everyone from hardened shopaholics to impulsive purchasers.
In a bold move we focused our strategy on offline media to build large scale coverage and support, used social media to talk directly to the consumer, established a consumer advice service and worked with influencers to engage younger audiences.
Following on from our launch activity, 98% of Scots were aware of the legislation change. Within six months, research showed that major retailers were giving out 80% less single-use carrier bags – a significant transformation of shopping habits, with over £2 million raised for a good cause.