Plogga 2016-2019: Strategy, launch and global spread
Marketing, design & content, web, event
Industry: Environmental awareness
Concept development - Workshops, graphic identity and target groups
Is it possible to create a global trend and a popular movement based on the idea of cleanliness and health? Absolutely! Plogging has taken the world by storm today. This is how we created Plogga:
2016: The mission starts
- Initiator: Erik Ahlström, trail running guru and ambassador for Keep Sweden Tidy, presented the concept.
- Objective: To launch Plogga as an environmental and health trend that engages both businesses and individuals.
The concept is developed
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Workshops: we conducted interactive sessions to identify target groups and strategies.
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Social media strategies: Developed a clear social media strategy to spread the message.
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Graphic identity: Created a visual identity that transformed litter picking from negative to positive, where “ploggers” felt fresh, happy and inspired.
2017: The concept is launched
- PR work: Guest on TV4 Nyhetsmorgon and SVT, and lectured at various companies.
- Facebook page: Through the Ploggas Facebook page, individuals could organize Plogging events.
- Global spread: Plogga quickly spread to countries such as India, Brazil, the USA and the UK. “Plogga” was named New Word of the Year.
2018: The concept takes on a life of its own
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Worldwide interest: Increased interest in cleaning up nature and new movements such as canoeing with litter picking.
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Broadening the concept: Plogga confirmed its success and establishment by engaging more and more participants globally.
2019: The mission is completed
- Established concept: Plowing is now well established and continues without Luder’s help.
- Cooperation with McDonald’s: McDonald’s became an official sponsor and updated its environmental and health ratings.
Global differences for the better
- Knowledge and strategies: The right knowledge, strategies and visual communication can make a big difference.
- Cultural change: Louder has driven a new culture and created a global movement that is making a difference.
