I'm Maddie and I'm a(n)
Maddie
The Alliance to End Plastic Waste
National Geographic
The Alliance to End Plastic Waste is a coalition dedicated to helping to eliminate plastic waste in the environment. Bringing together some of the biggest producers of plastic, users and recyclers, The Alliance is working to solve the global challenge of plastic in the environment.
Weber Shandwick helped develop the organization, branding and execution of the Alliance. As a member of the creative team, I helped with various branding projects, social content and print pieces. This included a 100 page Digital Brand Playbook distributed among key stakeholders and members.
​
The Alliance's efforts include multiple partnerships with organizations around the globe to help eliminate plastic waste and build foundations for recycling in underserved communities. This National Geographic ad was designed to promote the partnership with Project STOP.
Lane Zero
We all have a project that got killed in review, didn't get past client approvals or just ended too soon. This concept was unable to be brought to life due to the pandemic right before the 2020 Olympics:
The Alliance's mission is to end plastic waste in our environment - or in other words, get it down to zero. With the 2020 summer Olympics on the horizon, we want to place ads during some of the biggest swimming and track events. Sponsoring the buffer lanes in the pool and on the track, we will turn the least desireable lane into the most coveted as “Lane 0.”