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 distributed movement around plastic and human health, giving NGOs, scientists, creators, parents, campaigners and communities a shared message and practical tools they could take into their own networks.
OPS brought the film, science, advocacy expertise, partnerships and global network. Jory&Co led the creative strategy, developing the campaign identity, messaging, social toolkit, film title animation and multilingual Unplastic Your Life digital experience.
Together, the campaign set out to:
The aim wasn't simply to build an audience. It was to build participation.
The campaign was built around a shared principle: give people something powerful to rally behind, then give them the tools to run with it.
Our Bodies: No Place For Plastic gave the movement its rallying cry.
The visual system was deliberately bold and simple. Stark typography, toxic green and microplastic imagery created an identity that could remain recognisable across different organisations, channels, languages and cultures.
That simplicity mattered.
Movements grow through participation, but the more people who pick up an idea, the harder it becomes to keep it coherent. So we designed the campaign to be easy to understand, easy to use and easy to carry forward.
Then came the infrastructure.
Unplastic Your Life became the practical digital hub for the movement, with eight room-by-room guides identifying everyday sources of plastic exposure and simple alternatives. The Plastic Playbook provided a practical healthier-home guide, while 87 vetted resources allowed people to explore the science and solutions more deeply. Free screening and discussion tools gave communities everything they needed to organise their own events. Key resources were available in six languages.
Around that platform, OPS mobilised a coalition spanning health, climate, environmental justice, faith and community organisations.
An influencer programme led by The Conspirators paired six creators with scientists and personal Exposure Test Kits from Million Marker, helping them tell authentic stories about plastic and health to their own audiences.
And communities started carrying the idea themselves.
Viewers posted their own reactions, shared plastic-health facts and filmed the swaps they were making at home. Partners organised screenings, webinars and discussions around the world.
The campaign wasn't designed to funnel everything back through one organisation.
We didn't build a campaign and ask people to share it. Together, we built the infrastructure for a movement and gave people the tools to carry it forward.
The clearest measure of a movement isn't how many people see it. It's how many choose to carry it themselves.
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.
The Conspirators' creator programme, developed with support from Million Marker, produced 11 videos generating 13.1 million views and 492,000 engagements.
But some of the strongest evidence came organically.
People began filming themselves reacting to the documentary, throwing out plastic products, sharing health facts and showing the swaps they were making at home. Individual organic videos reached 1.8 million views each, as audiences moved from consuming the message to creating and sharing their own.
Offline, 200+ community screenings were confirmed or requested, supported by free screening and discussion tools. Events, webinars and partner activations took the conversation into communities around the world.
And people actively sought out ways to act. Unplastic Your Life received 323,000+ visits, while The Plastic Playbook was downloaded 7,200+ times.
The movement also reached beyond individual and community action. 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.
The documentary started the conversation.
The movement belonged to everyone who picked it up from there.
