5p Carrier Bag Charge Campaign
In 2014, Defra introduced a 5p bag charge for large retailers to help reduce the impact of plastic bags on the environment. Our brief was to raise awareness so shoppers would be prepared and accept the change in advance.
A bold and simple graphic of a carrier bag was created for the campaign as it had to have impact and be understood by all. The strong use of green combined with concise messages, in an accessible font, reinforced the campaign’s environmental aims in a positive and approachable way.
Since the campaigns launch the number of single-use plastic bags used by shoppers in England has reportedly reduced by more than 85%.
Creative Direction
Designer: Theresa Williams