To inspire a cultural shift at scale, we launched a bold initiative in two markets that used the power of multi-brand collaboration to engage consumers. We recruited over 160 retailers — from global brands to mom-and-pop shops — to activate a campaign with a much greater reach than any one brand could achieve alone. To make the communications memorable, we developed a creative concept that embedded a nudge in the “phone, keys, wallet” mental checklist shoppers often make when leaving their homes by adding “bag” to normalize the use of reusable bags for any shopping trip.

‍

The messaging campaign was activated outside stores, within communities, and on paid media across the two test markets of Denver, CO and Tucson, AZ. We also worked with retail staff to deploy a nudge from cashiers, who asked shoppers if they needed a single-use bag, rather than automatically handing them out. With over 375 participating retail locations, we activated the initiative and embarked on an ambitious research work stream to measure its effectiveness through 5,000 surveys and intercepts, as well as over 38,000checkout observations.