Plastic isn't just an environmental crisis. It's in our brains, our blood and our unborn children.
The Plastic Detox, released globally on a major streaming platform, exposes the hidden health impacts of plastic through the stories of six couples trying to reduce their exposure.
But documentaries have a natural endpoint: the credits roll.
The Oceanic Preservation Society (OPS) wanted that moment to be the beginning.
Working with Jory&Co and a wider network of partners, the ambition was to turn a global documentary release into a public health movement around plastic exposure, taking a complex and often invisible health threat into mainstream conversation, then giving people practical, science-backed ways to reduce their exposure.
OPS brought the film, science, advocacy expertise, partnerships and global network. Jory&Co led the creative strategy, developing the campaign identity, messaging, film title animation, social toolkit and multilingual Unplastic Your Life digital experience.
Together, the campaign set out to:
Because awareness of a health threat is only valuable if people understand what they can do about it.
Our strategy was simple: make the threat personal, then make action possible.
First, the health risk had to land.
Our Bodies: No Place For Plastic reframed plastic as something inside our bodies, rather than a distant environmental problem. Stark typography, toxic green and microplastic imagery created a deliberately confronting visual language that made an invisible health threat impossible to ignore.
The film title animation introduced that world on screen, with plastic-textured typography breaking apart into a drifting toxic cloud.
But fear alone doesn't change behaviour.
So Unplastic Your Life deliberately changed the emotional register, becoming the campaign's practical, optimistic digital hub, translating complex science into actions people could take in their everyday lives.
The website featured eight room-by-room guides identifying common sources of plastic exposure and simple alternatives. The Plastic Playbook became a practical healthier-home guide, while 87 vetted resources allowed people to explore the science and solutions more deeply. Core resources were made available in English, Spanish, Italian, French, German and Polish.
Around that platform, a wider ecosystem of partners created multiple routes into the health issue.
OPS and TED-Ed produced an educational animation explaining how microplastics enter our bodies.
An influencer programme led by The Conspirators gave six creators personal Exposure Test Kits and one-to-one consultations with scientists from Million Marker before they shared their experiences with their audiences, turning an invisible issue into authentic stories about fertility, wellness, food and family health.
Free screening and discussion tools allowed communities to organise their own events and conversations. NGOs, health organisations, campaigners and partners were equipped with resources they could carry into their own networks, helping turn individual awareness into collective action.
And the campaign went beyond individual behaviour. Partners used the film's release to amplify policy solutions and push plastic and human health further up the public agenda.
Together, the film and campaign created a connected public health journey:
Awareness → understanding → personal action → community mobilisation → systemic change.
The campaign took plastic health from a complex scientific issue into mainstream global conversation, then gave people practical ways to respond.
The wider campaign generated 9.85 billion potential press reach across 839 mentions, with an estimated $78 million publicity value. Coverage included The New York Times, The Guardian, TODAY, PEOPLE, Vogue, NPR and the Joe Rogan Experience.
During the film's first month, 524 NGOs, brands and press organisations promoted the campaign on social media, helping generate 1.53 billion potential social-media reach.
The campaign generated 20,000+ social-media mentions, while Unplastic Your Life's Instagram channel achieved 4.6 million views and 307,800 interactions in its first month.
OPS and TED-Ed's educational animation reached 535,000+ views, while The Conspirators' creator programme, developed with support from Million Marker, generated 13.1 million video views and 492,000 engagements.
But people didn't stop at awareness.
Within the first month, the Unplastic Your Life hub received 225,000+ visits and The Plastic Playbook was downloaded 4,000+ times. More than 200 community screenings were confirmed or requested, supported by free screening and discussion tools that helped take the health conversation into communities around the world.
People also began carrying the message themselves, filming reactions to the documentary, sharing plastic-health facts and showing the swaps they were making at home. Individual organic videos reached 1.8 million views each.
The conversation reached policymakers too. A coalition of partners used the documentary release to coordinate a letter to the EPA and HHS calling for regulation around microplastics and human health. In April, the agencies announced STOMP, a $144 million initiative to research, measure and remove microplastics from human bodies and drinking water.
We set out to make an invisible health issue impossible to ignore while giving people meaningful ways to act.
The campaign didn't just raise the alarm. It gave people the knowledge, tools and collective momentum to do something about it.
