Greenpeace and DDB Prague decided to show the negative effect on nature by using single-use plastic packaging when not disposed of properly. We want to show how nature suffers when people are not concerned about their behaviour. We chose the format of internet memes to demonstrate this. „Nowadays we spend so much time on the internet and we are swamped by a large amount of digital advertising every day. We wanted to use a format, which is fun but also communicates such an important message,“ explains the campaign idea Radouane Hadj Moussa, Chief Creative Officer DDB Prague. The Memes series appeared on Facebook and Instagram and showed real-life examples of how our human rubbish can make animal’s living conditions difficult. The objective of the campaign is to share the message to make the environment better, starting with our behaviour. The call to action on the memes invite people to share and therefore help to spread the message. „People don‘t realize what happens to the rubbish that they create every day. We believe that this campaign will help people start thinking about if they need to put their shopping into a plastic bag or if it's necessary to have their coffee in a plastic takeaway cup. It only takes small changes to help the nature around us, says Kristina Marie Kubcova, key relationships Greenpeace Czech Republic.