Can a supermarket shopper save the planet?
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The Cerrado covers one fifth of Brazil’s surface area and is home to 5% of all life on earth – but it’s disappearing, largely due to the farming of soy for animal feed. WWF have been working with soy producers in Brazil to find a better way of farming. The result is Round Table on Responsible Soy (RTRS). They just needed to convince UK supermarkets to start stocking it.
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WWF asked Neo to find an online way of making UK supermarket shoppers care about a place 6000 miles away from them. And care enough that they would email their supermarket asking them to source a different, more responsible kind of soy. We decided that a good way to do this was to create a short film, backed up a community management strategy to make sure our film and the story of the Cerrado were what people were talking about online.
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Our film has received over 135,000 views worldwide, prompted over 5000 emails to the big six supermarkets (Tesco, Sainsbury's, Morrisons, Waitrose, Marks & Spencer’s and Asda) and helped convince Waitrose to stock only RTRS soy. It’s not yet enough to stop the Cerrado disappearing. But it’s a great start.
WWF-UK