#Brief B Legambiente 2017/2018

Brief B

Promoted by Legambiente

Deadline Saturday, 07 April 2018

proposed by Legambiente onlus.

(A non-profit environmental association that promotes a different attitude of citizens and istitutions towards the environment to ensure sustainable development, safeguarding environmental heritage, coperations ad resource sharing). 

1) Client: Legambiente Onlus

Legambiente is the largest italian environmental NGO. Established in 1980, the Onlus, pacifist and indipendent, is made up of citizens and local groups that are actively working to improve the living environment as a primary guarantee for the whole community. The main purpose is to promote different lifestyles and change of people’s attitudes towards the environment. 

2) Brief: The danger of the Marine Litter. Stop wasting our seas

Our seas and our beaches are increasingly covered with litter. At least 8 million tonnes of plastic end up in the sea every year. It’s as if every minute for 365 days a garbage truck poured all of its contest into the water. Tirelessly. If there is no change in 2050, the garbage truck could become four. At that date, in term of weight, the oceans could contain more bottles than fishes. The Beach Litter 2017 survey conducted by Legambiente in the months of April and May in Clean Up The Med, also confirms this year’s critical situation. Legambiente monitored over 62 italian beaches (for a total of over 200.000 square meters, nearly 170 olympic pools!) and found an average of 670 wastes por 100 linear meters of beach. Plastic is the most common material (84,4% of the items). 

The Marine Litter problem- literally “Marine Rubbish”- is now a global emergency (same as climate change) that is causing serious damages to biodiversity, environment, health and economy (the phenomenon costs the EU 476,8 million a year). For example turtles, mammals and sea birds may die due to soffocation, accidental indigestion of waste (in particular plastic envelopes) that have been confused for food or may be trapped in fishing nets and professional catching gear. Plastic waste, in particular, was associated with 88% of ingestion or trapping. Also microplastics are a danger of contamination of food chain, since this small plastic fragments are eated by fishes that can then end up in our tables. 

Studies on the Mediterranean basin document that more than 180 marine species, including various species of marine birds and mammals, filtrations organisms, fish, planktons species and turtles, incur accidental or voluntary ingestion of certain wastes such as envelopes or small plastic granules which can be traded for food such as jellyfish or fish eggs.

Among the conseguences due to ingestion are malnutrition, death by soffocation, obstruction of the intestinal tract inediate due to the misleading of sense of satiety or, still, exposure to toxic substances contained or absorbed by plastic that involve also endocrine disorder. Smaller particles thus enter the food chain.

As for the negative impacts of marine litter, all seven known marine turtle species have been documented for ingestion or trapping in marine waste, represented by plastic for about 90%. The recent study led by the University of Siena and conducted in the northern Tyrrhenian sea on Caretta caretta documented the ingestion of plastic waste in 71% of individuals for whom the gastrointestinal tract was analyzed. In 22 samples, 483 fragments of marine waste were found, averaging over 16 samples per sample. 92% is plastic and these nearly three-quarter are thin fragments that are probably exchanged for jellyfish, whose turtles feed. 

2) The Marine Litter Danger for Marine Life

The goal of the campaign must be to raise awareness of the dangers of Marine Litter especially for marine fauna. The campaign must specifically refer to the health impacts on fishes, turtles and various species affected by the phenomenon. Through the spread of this alarm, we want to raise awareness about the importance of virtuous behaviours such as recycling, re-use, critical consumption, reduced use of disposable plastic, and in general a stronger attention on waste abandonment.

3) Target Audience (TARGET):

Trough this campaign we want to raise awareness and reach all the sections of the population, families, adults and especially young people. But in general anyone who can feel involved and motivated.

4) Positioning: Current position

At the moment the theme of Marine and Beach Litter is still understimated. The media are beginning to give more space but there is not enough awareness in the population about the risks and damages to the ecosystem, marine life and our health.

5) Desiderable position: CAMPAIGN OBJECTIVE

Our goal is to launch an allarm on the dangers of Marine Litter in the short and long period. It is important for citizens to gain greater awareness of the impact of their daily actions and the need for policies to prevent and mitigate damages. 

6) “Communication Tone”

The tone of communication must be simple, direct, and catchy. Calling directly the interlocutor on a topic that is heartening to everyone like that of the sea and animals’ health. Communication should not be generic but based on concrete examples and numbers in relation to the dangers and impacts of Marine Litter. 

A campaign requirement will be to have a multifunctional approach so that it can be used on all channels of the association and in particular be strongly oriented to the production of graphic material, web communication and social media.


The use of Legambiente logo is appreciated. The logo is made up by the union of the swan trademark and Legambiente name.

For more informations visit our website www.legambiente.it and check the following links:

- https://www.legambiente.it/contenuti/comunicati/i-rifiuti-mare-minacciano-le-specie-marine-anteprima-di-spiagge-e-fondali-pulit

- https://www.legambiente.it/contenuti/dossier/beach-litter-i-dati-2017-di-legambiente

- http://www.legambiente.it/marinelitter/

- http://lanuovaecologia.it/legambiente-7-mosse-marine-litter/