Plastic Free Challenge is a 31-day pledge to give up the use of at least one type of single-use plastic. The pledge is a global movement to raise awareness of the plastic waste problem.
The campaign's primary audience is young Gen Y and Gen Z. By using a casual tone of voice and colourful illustrations, the campaign aims to evoke positivity of changing lifestyles.
An app is designed to help participants to keep track their plastic use habits and receive tips on minimising plastic waste. It also serves as a platform to connect with other participants in the community and across the world.