Wildlife Conservation Society: Movie2

In New York City, the Wildlife Conservation Society launched an initiative called “Give a Sip dot NYC” in May 2018 supporting legislation eliminating most plastic straws, which have been proven to harm wide swaths of marine wildlife from whales to sea turtles.

However, with a final vote set for October, WCS needed something more to maximize efforts. They approached purpose-driven NYC boutique agency Leijas to find a solution for a no budget campaign, with the hope of widespread results. Leijas knew it wouldn't be easy, but created zero cost strategy that will drive straight into the heart of NYC - bodegas.

Not only does the campaign include posters, wild postings and in-bodega cooler clings, the campaign engages bodega owners themselves to join in the effort. In partnership with the Yemini American Merchants Association, which operates more than 4,000 bodegas in NYC, WCS & Leijas are encouraging bodegas owners to join more than 80,000 New Yorkers who have already pledged to give up single-use plastic straws, and become the campaign’s communication front line.

Bodega customers who opt out of taking a plastic straw will be asked if they would sign the WCS petition. If they do, they’re given a free WCS-branded scratch-off card (similar to a lottery card) with special savings for The Bronx Zoo. Bodega owners will keep petition records and will be given special rewards based upon participation level. The overall campaign also includes restaurants & bars including table tents, posters and bar bathroom signage, as well as transit OOH, social media and a special promotion around Shark Week.