Line in the Sand // A global commitment to end plastic pollution

A shared ambition to solve a global challenge

The Global Commitment was created by the Ellen MacArthur Foundation in partnership with the United Nations Environment Programme to align governments, businesses, academics, NGOs, and others behind a shared vision to tackle plastic pollution at the source. It focuses on three areas - eliminate the plastic we don't need, circulate everything we do need, and innovate to ensure everything is either recyclable, reusable or compostable at scale.

Linking creativity & credibility

The launch of the Global Commitment needed to be a rallying cry for industry and something that could offer hope to the public at a time when plastic pollution felt like a tide that could not be turned. At the heart of the launch was an open letter signed by leaders from business, charities, policymakers and campaigners. Published in the Financial Times, the letter was also an important tool to drive accountability. The metaphor of drawing a line in the sand was used to create a tangible image related to the problem of plastic pollution, which has become synonymous with oceans and beaches. The campaign was supported by Sir David Attenborough, who used the messaging of the letter to send a powerful message around the world.

My role

• Open letter lead author

• Narrative and messaging (used by 1,000+ signatories)

• Media strategy, relations and content

• Stakeholder management

• Project management