Project Lowdown
73% of people own a reusable cup, yet only 33% use one regularly. Good intentions, but single-use is still the default. We needed to close that gap by getting people to dig out their cups and actually use them. However, with one significant constraint: we couldn't criticise disposable cups at all. The behaviour change had to come from aspiration – no guilt, fear or any negative commentary.
Client
Hubbub
Starbucks uk
Project type
Behaviour Change campaign
Role
Creative lead
Collaborators
Balan Evans (Director)
Positive Experience (events)
Getting to it
If we couldn't make single-use feel bad, we had to make reusable feel really good. I led the creative direction, working with my team to develop the visual identity and shape the messaging – running workshops, bringing stakeholders to a shared direction and testing with audiences to build confidence in the approach.
