#StopSucking
AWARDS
D&AD Impact Graphite Pencil, One Show Pencil, Cannes Lions Shortlist, Bronze EFFIE, (2) Shorty Social Good Award, Fast Company World Changing Idea Finalist, (5) Gold ADDYs, (5) Silver ADDYs, National Judge’s Choice ADDY, National ADDY Winner
Project Description
Plastic pollution was choking oceans, yet public attention stayed stuck in neutral. To break through the apathy, we focused on one everyday villain: the plastic straw. The goal? Create a global rallying cry that could turn a small, seemingly insignificant object into a symbol for sweeping environmental change. StopSucking wasn’t just an environmental campaign — it was a cultural provocation, using wit, urgency, and personal responsibility to start a movement.
ROLE
Executive Creative Director
The Challenge
How do you get people to rethink a habit they barely notice?The challenge wasn’t just awareness, it was breaking the cycle of indifference. We needed a message simple enough to spread organically, strong enough to shift behavior, and bold enough to inspire not just individuals, but brands, businesses, and entire cities to get on board.
The Challenge
How do you get people to rethink a habit they barely notice?The challenge wasn’t just awareness, it was breaking the cycle of indifference. We needed a message simple enough to spread organically, strong enough to shift behavior, and bold enough to inspire not just individuals, but brands, businesses, and entire cities to get on board.
The Solution
StopSucking. Two words. One global movement. We invited people to pledge to stop using plastic straws. But, we didn’t stop there. The campaign exploded across social media, earned press, and brand partnerships, turning everyday moments into activism. We tapped influencers, celebrities, major airlines, aquariums, and stadiums. We built momentum by celebrating small wins and challenging others to create change. By making sustainability feel personal, visible, and a bit provocative, StopSucking flipped apathy into action.
The Summary
StopSucking. Two words. One global movement. We invited people to pledge to stop using plastic straws. But, we didn’t stop there. The campaign exploded across social media, earned press, and brand partnerships, turning everyday moments into activism. We tapped influencers, celebrities, major airlines, aquariums, and stadiums. We built momentum by celebrating small wins and challenging others to create change. By making sustainability feel personal, visible, and a bit provocative, StopSucking flipped apathy into action.
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The Solution
StopSucking. Two words. One global movement. We invited people to pledge to stop using plastic straws. But, we didn’t stop there. The campaign exploded across social media, earned press, and brand partnerships, turning everyday moments into activism. We tapped influencers, celebrities, major airlines, aquariums, and stadiums. We built momentum by celebrating small wins and challenging others to create change. By making sustainability feel personal, visible, and a bit provocative, StopSucking flipped apathy into action.
The Results
The campaign eliminated 2.5 billion plastic straws and earned global media coverage from CNN, National Geographic, Fast Company,AdAge, Adweek, and others. It won the Shorty Award for Best EnvironmentalCampaign and was named one of AdAge's Top Campaigns of the Year. Major brands like Delta Airlines, Seahawks Stadium, and national retailers partnered with the movement. #StopSucking served as a catalyst for global straw bans across cities and corporations, proving that even the smallest shifts, when culturally charged, can spark worldwide change.
