Plastic isn't just an environmental crisis — it's in our brains, our blood, and our unborn children, driving rising chronic illness and threatening fertility for millions of hopeful couples. Netflix's The Plastic Detox exposes this hidden health emergency, following six couples as they strip plastic from their homes in an emotional, solution-driven story that turns a global issue into a personal wake-up call.
The Oceanic Preservation Society's Unplastic Your Life campaign builds on the film's release to raise awareness and drive action, aiming to:
Increase public awareness of the health consequences of routine plastic exposure
Promote safe, accessible alternatives for everyday household items
The film's premise became the creator campaign's method. The Plastic Detox works because six real couples test their homes and their bodies, then change both. We built our creator relationships the same way. Prior to recording their videos, each creator received an Exposure Test Kit from Million Marker and a 1:1 consultation with a scientist to help them understand their results . Creators weren't relaying our talking points; they were reacting to their own results, exactly as the film's participants do.
We partnered with creators who care deeply about uncovering the impacts of toxins on our lives. Six content creators joined the campaign, cast for personal stakes rather than climate credentials:
Clear guardrails made the freedom safe. Do: follow all applicable disclosure rules, give audiences trusted information that is easy to digest, connect around personal interests you share with your audience, and focus on empowerment rather than shame or fear. Don't: give medical advice, shame brands or consumers, regurgitate facts in a way that feels inauthentic or sponsored, or say something you're not sure about. And then we staffed expert support and an FAQ so no creator ever had to guess.
Deliverables were built for the film's release window. 1-2 in-feed IG Reels with reshares to stories driving people toward the Unplastic Your Life website – the digital hub carrying The Plastic Playbook, room-by-room guides, and vetted consumer resources. A ManyChat DM mechanic let followers request the toolkit by commenting, so the call to action lived inside the conversation.
The program never operated alone. Strategically, it was one instrument in a synchronized global movement across trusted groups, advisors, and brands – hundreds of NGOs and brands promoting the film and top-tier press – so audiences meeting the film in the news saw it again from someone they trust.
We unlocked concepts, not scripts. Conspirators worked with each creator to align on a concept that felt authentic to why the film's messaging resonated with them and why it would matter to their audience. The brief set tone, not copy: solution-driven, informative, relatable, non-judgemental, true to each creator’s voice and style, whether that be humorous or heartfelt. Creators were asked to make the issue personal and to give followers simple, effective steps to reduce plastic and chemical exposure.
As a part of this campaign, OPS partnered with Conspirators (a leading creators for impact agency) to bring plastic health awareness directly to target audiences online. Together, these teams developed a unique strategy for inspiring authentic creator content about The Plastic Detox and the Unplastic Your Life campaign. We sought to partner with creators who cared deeply about uncovering the impacts of toxins on our lives; to make this issue personal – fertility, wellness, food, and family health – and to provide followers with simple, effective steps to reduce plastic and chemical exposure.
The film's premise became the creator campaign's method. The Plastic Detox works because six real couples test their homes and their bodies, then change both. We built our creator relationships the same way. Prior to recording their videos, each creator received an Exposure Test Kit from Million Marker and a 1:1 consultation with a scientist to help them understand their results . Creators weren't relaying our talking points; they were reacting to their own results, exactly as the film's participants do.
We partnered with creators who care deeply about uncovering the impacts of toxins on our lives. Six content creators joined the campaign, cast for personal stakes rather than climate credentials:
Nick Cutsumpas (@farmernick) and his wife have been openly sharing their fertility challenges as they work to expand their family.
Demi Schweers (@demischweers) has MS and PCOS, and has meticulously documented her IVF journey.
Krystal Nielson Bowles (@coachkrystal_) creates fitness and food content geared towards holistic wellness for the entire family.
Lauren Bash (@relauren) discusses sustainability, fertility, motherhood, and environmental health.
Dr. Jonathan Schoeff's (@jonschoeff) is focused on longevity medicine and optimizing hormones.
Itay Shechter (@gfbeef) speaks to healthy changes, recipes, and daily life hacks — a mainstream audience with no prior relationship to the issue.
We unlocked concepts, not scripts. Conspirators worked with each creator to align on a concept that felt authentic to why the film's messaging resonated with them and why it would matter to their audience. The brief set tone, not copy: solution-driven, informative, relatable, non-judgemental, true to each creator’s voice and style, whether that be humorous or heartfelt. Creators were asked to make the issue personal and to give followers simple, effective steps to reduce plastic and chemical exposure.=
Clear guardrails made the freedom safe. Do: follow all applicable disclosure rules, give audiences trusted information that is easy to digest, connect around personal interests you share with your audience, and focus on empowerment rather than shame or fear. Don't: give medical advice, shame brands or consumers, regurgitate facts in a way that feels inauthentic or sponsored, or say something you're not sure about. And then we staffed expert support and an FAQ so no creator ever had to guess.
Deliverables were built for the film's release window. 1-2 in-feed IG Reels with reshares to stories driving people toward the Unplastic Your Life website – the digital hub carrying The Plastic Playbook, room-by-room guides, and vetted consumer resources. A ManyChat DM mechanic let followers request the toolkit by commenting, so the call to action lived inside the conversation.
The program never operated alone. Strategically, it was one instrument in a synchronized global movement across trusted groups, advisors, and brands – hundreds of NGOs and brands promoting the film and top-tier press – so audiences meeting the film in the news saw it again from someone they trust.
The participating creators published 11 videos across Instagram, TikTok, YouTube, and Facebook (23 total posts) resulting in 13.1 million views and 492,000 engagements – with high engagement storytelling tied to personal health. 131,000 of those engagements were saves or shares: the behaviors that matter for a campaign asking people to change what's in their homes.
The program delivered a blended cost-per-view of $0.01 inclusive of agency fees, against category benchmarks of $0.06 to $0.34. For a nonprofit impact budget, that is the difference between a launch-week push and a repeatable model.
Casting for range was decisive. Cost-per-view ran from $0.34 to $0.01 – we built a cohort diverse enough that we reliably knew a few would break through. Our breakout, Itay Shechter, drew 12 million views and produced the second most-viewed YouTube Short of his career.
Audiences did not stop at awareness, they actively sought solutions. Campaign-wide, creators drove 225,000+ visits and 4,000+ downloads of The Plastic Playbook in one month.
Against our own objectives: creators who care deeply about the impacts of toxins on our lives made this issue personal and gave followers simple, effective steps to reduce their exposure at home.
