Following in-depth strategic planning, we identified an opportunity to create a campaign with genuine purpose. To tackle the growing problem of plastic pollution, we made single-use plastic bottles as unacceptable as plastic bags. And BRITA was the natural solution. We teamed up with Henry Holland to create slogan t-shirts made from recycled plastic waste and emblazoned them with powerful anti-plastic messages, designed to drive consumer behaviour change. #SwapForGood received an overwhelmingly positive response from media and consumers, with 77% of people more likely to make a conscious effort to reduce their use of single-use plastic after seeing the campaign.