With a viral campaign concept, help National Geographic inspire the world to remove plastic from our oceans and drive people to commit to the Planet or Plastic campaign.

More than 5 trillion pieces of plastic are already floating in our oceans, but it’s hard to understand what that means. 5 trillion? If we divide that by the number of people on this planet (~7.2 billion), we’ve got 694 pieces of plastic floating around the ocean for each person. 

That’s not even a good estimate - most of us in developed countries have contributed way more. Bags, bottles, wrappers, spoons, and straws; 40% of it used just once, then tossed. We depend on that single-use plastic, but now we’re drowning in it... and it’s the need to understand this reality, and do something about it, that’s driving National Geographic’s massive Planet or Plastic Campaign. 

It’s no surprise that National Geographic is a champion for the planet, but this is taking it to a whole new level. They’re committing to removing 1 billion pieces of plastic from the Ocean, and calling for everyone to take the pledge and join them.

This is where YOU come in Tongal. Yes, we want you to take the pledge, but we also need your help in developing a concept for an incredible campaign that will spread its message far and wide, and recruit members of the public to participate. We’re not JUST talking about a video. This is way bigger. We need a concept that can spark public interest and conversation, and inspire people and communities around the globe to DO something. Remember the ALS Ice Bucket Challenge? That’s the kind of thing we’re talking about, because individual people doing something like that led countless others to create their own videos, starting a chain reaction, and becoming part of an active, engaging, approachable, catchy, and unforgettable campaign.

We’re challenging you to dive deeper and make the Planet or Plastic campaign one of a kind. 

So how ‘bout it Tongal? How will we answer the question “Planet or Plastic?” Check out more in the details below…

The goal of this project is to create a viral campaign Concept for National Geographic’s “Planet or Plastic” initiative. National Geographic wants to recruit participants far and wide in order to fulfill this pledge of removing 1 billion pieces of plastic from the ocean. The campaign is going to be big, so you should think big, and understand that National Geographic is open to anything that’s going to legitimize the issue and call attention to the campaign, while simultaneously making people feel empowered and enthusiastic about participating, and compelling them to share the “Planet or Plastic” initiative with others. Basically: what can you have people DO, or CREATE, or SAY that will lead others to do the same? 

If you can in fact create something that will spur others to create their own videos in support of the campaign, that’s perfect - and we’ll let you submit a photo or short video if that helps demonstrate your concept. 

This has to feel relevant and modern, maybe even shocking. The Ice Bucket Challenge is a good comparison, and because this is a situation where the facts behind the issue are inarguable and visible, you could also look at the anti-smoking Truth campaign as an interesting comparison. 

--Key Takeaways / Reactions: Audiences should be able to understand the issues surrounding plastic pollution in the ocean, feel inspired to take action, and share that effort with friends. They should feel that the goal is achievable and that it will require a group effort to get the job done. 

--Conservation Messaging Tips:  It can be tempting to awaken complacent audience members with doom and gloom. While it is crucial to illustrate the need for action, it is important to manage the tone and avoid outright pessimism or negativity. Sincerity and emotion are of course still very engaging.  Additionally, they’ve found that communicating statistics around an issue is helpful when illustrating an issue; however, some figures are so astronomical or abstract that audience members might need context in order to understand them. If you use figures, make sure they are relatable.

--Tone: Empowered,  inspirational, thought-provoking, exciting, and fun, with a can-do mentality.

--Audience: National Geographic wants to pull in as many of Earth’s 7.2 billion people as possible, but the core audience for this is what they call the “Contemporary Intellectuals.” These are people who have engaged with National Geographic via a product touchpoint, like the channel, the magazine, or NatGeo.com, and while they are not necessarily engaged with this yet, they’re hyper stimulated and interested in the environment, with a holistic POV and a desire to be informed and understand trending topics. They may already follow the mantra: "I try to make others realize the importance of respecting and protecting the planet."

This Project will be worth a total of $1250 and consists of 1 Phase: A Concept Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CONCEPT – Tell us your Concept for National Geographic’s “Planet or Plastic” initiative in 250 characters or less.  Remember, a Concept is not a detailed script; it is a spark of inspiration, or a distillation of what could drive the campaign.  As always, Concepts should be clever and engaging. Along with you Concept, you will also be given the option to attach a photo or video if that helps demonstrate your Concept. 

The winning Concept creators will receive $250 each. 

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

6. Limit 5 submissions per member.

7. The Sponsor reserves the right to repost the contest at their discretion.

8. Winners must submit the standard Tongal W-9, Winner Affidavit, and IP Assignment.

9. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.