LITTLE MISS
WASTE LESS
A brand new Little Miss character to teach families how to reuse and repurpose
The Background
76% of recycling still ends up in landfill, so, the only way to really be sure you’re doing your bit is to repurpose and reuse where possible. Sustainable fan favourite, Ecover, wanted to educate the masses on just that point, but in a way that felt more uplifting than doom and gloom.
The Idea
An official partnership with Mr Men and Little Miss to create a completely new, climate conscious character, Little Miss Waste Less.
She had her whole own story, where she met other characters from the series, like Mr Worried, who was worried about the messy plastic on beaches, and Little Miss Sunshine, who was on a mission to refill her hand soap.
But Little Miss Waste Less wasn’t just a free, help filled ebook, she had her own educational website, she was in her own digital ads, and she came as a gift with purchase.
A PR campaign that informed the ad strat, rather than the other way around 😉.
Little Miss Waste Less was a way for parents and children to be a part of the same conversation.
We also sent thousands of the books to primary schools across the UK as part of the campaign, which teachers and children loved. Start them young, as they say.
