Plastic Changemakers
The Breteau Foundation
The Breteau Foundation believes everyone has a role to play in stopping the destruction of the planet. Their focus is on children – to educate, inspire and equip new generations with learnings and tools to become plastic changemakers.
Brief: Design and launch the #PlasticChangemakers campaign, in partnership with MediaWan’s Miraculous: Tales of Ladybug and Cat Noir, to drive teachers globally to the free Plastic Changemakers resources, in three languages—French, English and Spanish.
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CLIENT
The Breteau Foundation, a non-profit Foundation dedicated to bringing the best digital educational tools to the world's disadvantaged children.
MY ROLE
Account Director and Strategist
Project managed each workstream and creative process.
AGENCY
Empower Agency
Account team: Jed Chapman and Hannah West
Creative: Will de Villiers
Paid media: Alice Bass
OUTCOMES
150,000 + Website views
82,000 unique visitors to the resources
18,000+ paid media clicks
9.71% Conversion rate
THE CAMPAIGN IDENTITY
Working closely with the Breteau Foundation and a prominent European audiovisual studio, we were tasked with conceptualising and designing a creative approach that not only aligned with the Breteau Foundation’s mission but also adhered to the stringent guidelines of MediaWan’s Miraculous: Tales of Ladybug and Cat Noir.
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The approach needed to seamlessly translate into educational materials—curriculum booklets, presentations, and children’s worksheets—balancing simplicity for teachers with engaging elements to captivate students.
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Additionally, these principles had to extend across all aspects of the campaign launch, including social media and paid media strategies, tone of voice, and community engagement, ensuring a cohesive and impactful presence.
LAUNCH STRATEGY
As the strategic lead, I developed a comprehensive and accessible launch strategy designed for implementation by Empower Agency and regional teams. This phased approach included an organic social media strategy, influencer mapping, a paid media plan, an optimised website user journey, and tailored training for regional teams.
REPORT DESIGNS
As the project management lead, I collaborated closely with our lead designer to oversee copy briefs and the design of five modules, which included the curriculum plan, lesson worksheets, and presentations. I also established a reliable and efficient review process, enabling multiple clients to review and provide consolidated feedback seamlessly.
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The modules collectively spanned over 500 pages of design, making a well-structured and meticulously managed process essential to the project's success.
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LAUNCH EVENT
The official #PlasticChangemakers launch event took place at Leicester Square Vue Cinema, where we welcomed children from schools across the UK to enjoy the premiere of MediaWan’s Miraculous: Tales of Ladybug and Cat Noir—Plastic Changemakers episode. The event also provided an opportunity to showcase the interactive resources to teachers, demonstrating their practical use in the classroom. The activities were captured on video and repurposed into engaging follow-up reel content to amplify promotion.
