New BRITA campaign features “The Whale Watchers” by McFly’s Dougie Poynter

BRITA campaign features “The Whale Watchers” by McFly's Dougie Poynter

BRITA today announces the launch of a new sustainability campaign with its long term charity partner, Whale & Dolphin Conservation, focused on educating children on the otherwise overlooked importance of whales. 

BRITA campaign 

The campaign, created by global creative network, Iris, will launch the new children’s book ‘The Whale Watchers’, written by best-selling children’s author, McFly bassist and environmental activist Dougie Poynter in collaboration with BRITA and Whale & Dolphin Conservation (WDC).

“The Whale Watchers” demonstrates how small sustainable changes at home and at school – such as reducing single-use plastic consumption – can lessen our impact on the planet at large. 

The story stems from research highlighting children’s increasing concern towards the environment – with 60% of young people feeling worried about the imminent destruction of the planet and over half feeling frightened by the future of humanity – and aims to guide young generations towards their role as climate allies.

Moreover, BRITA said the project reaffirms its commitment to the environment through reducing single-use plastic waste and minimising the use of disposable plastic bottles – both of which pose an enormous threat to our marine ecosystem. 

BRITA filtered water offers a more sustainable and eco-friendly alternative to bottled water as, when drinking water from a when drinking from a BRITA product, CO2 footprint is reduced by between 98-99% compared to drinking a litre of bottled water. 

Since 1992, BRITA has also been encouraging consumers to recycle through its cartridge recycling scheme.

This campaign is BRITA’s latest project with WDC, with both working alongside each other for the last five years to support sustainable behaviour change in the UK and, in turn, aid the conservation of the whale population.

Iris will conduct campaign outreach through traditional and digital PR efforts on both talent owned and corporate pages.

Legacy impact

In addition, the agency will work closely with Poynter, to generate a legacy impact of the campaign, BRITA will also launch a competition to design the most inspiring recycling bin to drive further engagement amongst schools. 

The top school will be rewarded with a £3,000 sustainability initiative prize with the winning design set to be featured on BRITA’s recycling bins around the country.

Lucy Wakelin, Marketing Manager at BRITA said: “This latest campaign is an exciting next step in BRITA’s ongoing work with Whale & Dolphin Conservation to raise awareness around the importance of protecting our marine wildlife, specifically the whales. 

“Engaging younger generations with our campaigns is critical if we hope to see our efforts prove successful. It was a pleasure to bring this to life through a book specifically aimed towards children, and work with individuals like Dougie Poynter and those at WDC who have demonstrated a genuine commitment to the cause.

“The Whale Watchers really highlights that when businesses, charities and people come together, it can be a real force for change.

“Iris has been part of our relationship with WDC from the beginning, so we were absolutely confident that they would produce a campaign which effectively communicated our core aim: the need to protect our marine wildlife”

Rachel Byles, Business Director at Iris said: “BRITA is thoroughly committed to enhancing public awareness of how making smarter purchase choices can help protect our marine life, and why this is so important. 

“This is evident in their ongoing relationship with Whale & Dolphin Conservation. This campaign is bringing BRITA and WDC’s messaging to life, through the pages of Dougie’s book and into the imagination of children. 

“We’re excited play a role in this important work through our ongoing relationship with BRITA and we’re proud to see this next instalment in campaigns come to life to help consumers reduce their single use plastic usage.”