Plastic Free July is an initiative spearheaded by the Western Earth Carers waste education program, which is funded by Western Metropolitan Regional Council (WRMC).  Founded in Perth’s western suburbs with 40 volunteers back in 2011, it has since grown into a major campaign involving more than 14,000 people, schools and businesses in over 68 countries worldwide

Shine Communications was engaged to implement a proactive and sustained program of media relations activity to gain awareness for the initiative across Perth, particularly in the western suburbs, in addition to contributing to an active social media strategy.

This resulted in prolific traditional media interest in the initiative across Western Australia, with the Founder of Plastic Free July undertaking over half a dozen interviews on state radio and being quoted in numerous press articles.  The social media strategy rolled out at the same time also produced results above expectations.