Eco PR campaigns that made people think more consciously

Updated: Sep 26

Public Relations (PR) campaigns are an excellent way to build new audiences, strengthen trust with your existing customers or clients and increase your brand presence – both on and offline. PR with a focus on sustainability and giving back to the environment is an even better way to get in the good books with the public and raise your profile.


In our latest blog post, we explore some creative PR campaigns that tick all the eco-friendly boxes and open up important discussions about the environment.


Lacoste: Save our species

The Lacoste x Save Our Species range was cleverly designed to help the IUCN Save Our Species programme work towards protecting endangered wildlife. The simple but effective idea saw the clothing brand replace the classic crocodile logo on its polo tops with a selection of endangered species. The number of polos made to represent each species corresponds to how many of the animals are left in the wild – from the Hawaiian monk seal to the Iberian lynx.


The three-year partnership sees all profits towards IUCN’s work to conserve wildlife. What’s more? The brand has a whole page with details of the campaign and facts about each endangered species on its website.

Lacoste polo t-shirts with threatened species of animals replacing the logo
Image credit: Lacoste

Corona: Plastic wave

An advertising and PR campaign all rolled into one; Corona got people talking about their brand (and the environment) with their hard-hitting 3D ‘plastic wave sculpture’, set against the backdrop of a traditional billboard. The wave was crafted from 10,000 pieces of individual plastic waste, collected by The Marine Conservation Society.


To give the installation an interactive edge, members of the public were encouraged to drop off their plastic waste at the site of the advert in the run-up to World Ocean Day. The advert itself showed actor Chris Hemsworth surfing on the wave of plastic.

A 3D billboard showing a surfer riding a wave of plastic
Image credit: Corona

Lush and Humane Society International: Human testing

In 2012, Lush and Humane Society International elevated awareness of animal cruelty and testing with a shocking live campaign in their London Regent Street store window. A young artist was subjected to the same treatment as animals when they undergo cosmetic product testing – restrained for ten hours, force-fed, given injections, parts of her head shaven and covered in different lotions.


The aim was for public members to sign a petition against animal testing. Not surprisingly, it worked and helped to raise awareness of both companies and their values simultaneously.

A doctor pretending to put a human through product testing
Image credit: Lush

Surfrider Foundation: What goes in the ocean goes in you

To help promote their ‘rise above plastics’ campaign, the Surfrider Foundation created a powerful visual advert to let us all know that “what goes in the ocean, goes in you”. According to studies, fish off the West Coast ingest over 12,000 tons of plastic yearly. The photograph of sushi littered with plastic serves as a stark reminder to help reduce our plastic use and protect the world’s oceans.


The ad encourages eco-conscious audiences to head to their Rise Above Plastics program web page and read up on how individuals can help eliminate the impact of plastics on the marine environment.


An advertising campaign showing two rolls of sushi made from plastic
Image credit: Surfrider Foundation


Adidas: Ocean plastic trainers

Adidas tuned into their sustainable side with this campaign, with the sports clothing and footwear manufacturer upcycling plastic rubbish from coastal communities and remote beaches into fashionable trainers. The kicks are made from 75% upcycled plastic and produced using a low-energy, low-water printing process. It’s reported that between 4.8 and 12.7 million tonnes of plastic enter the ocean each year, according to figures published in the Journal of Science in 2015, so what better way to utilise some of the waste than reuse it?


This campaign resonated with Adidas fans worldwide, who purchased more than one million of the trainers in 2017 alone.

Turquoise Adidas trainers made using plastic waste
Image credit: Adidas

Get in touch with LIT Communication using our contact page to discuss how we can help your brand think more consciously as part of your next digital PR campaign.