Ecover Blue Mile
Race for the Environment

The Ecover Blue Mile is a nationwide mass-participation event designed to connect people with water and the issues around marine litter and ocean plastic. The flagship events took place in London, Weymouth and Plymouth with a further 50 local events across the UK. Over 2000 people took part and raised £100,000 for WWF and the Marine Conservation Society.

Market Research
Healthy living and clean environment

Putting the planet first in austerity times is tough for mum’s balancing a budget, but the focus groups and market research showed that a healthy living went hand in hand with how to do more for the environment. Being healthy and active, more time outdoors and making time for having fun with the family all resonated with Ecover’s objective, healthy living and clean environment.

Teach on the Beach
Outdoor teacher training programme

Teach on the Beach was an initiative to support and train teachers to have the confidence to run curriculum led activity outside the classroom. Working with Eden Project and a number of partners we trained teachers and provided online resources and lesson plans linked to a schools version of the Blue Mile.

Environmental Leader
Ocean Plastic Campaign

Working with charity partner, Marine Conservation Society we focused on the issue of marine litter with a particular attention to the micro plastics that end up in the oceans and subsequently into the food chain. To highlight the harm and health risk of plastic waste in the ocean, Ecover launched a limited edition washing-up liquid in an Ocean Plastic bottle. The innovative bottle is made from 10% plastic recovered or destined for the sea and the rest from other recycled sources.

Ecover Schools Programme
Partnership to deliver outdoor learning experience

The Ecover Schools Blue Mile was aimed at key stage 2 and 3 and provided schools with a programme of outdoor learning, water sports and a marine plastics workshop curated by the University of Plymouth. We also set up a network of schools around the UK to organised there own Blue Mile events and created a nationwide fundraiser for our official charity partner: Marine Conservation Society.

Activation
Ecover feel good factor

The Ecover campaign had a number of successful touchpoints for the brand. Firstly it enabled Ecover to form long term partnerships with two leading environmental charities, WWF and the Marine Conservation Society who shared regular content about the events with their large audiences. This also helped position Ecover as a trusted thought leader and a brand willing to go the extra mile. The direct connection with participation enables Ecover to sample the market and get the products directly into the hands of over 30,000 people. It also presented opportunities for Ecover to run competitions linking the brand with sport, adventure and healthy living. The campaign was backed up with large scale outdoor branding and advertising, social media campaign and dedicated website. A copy of the 2013 report can be downloaded here


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