Bring Your Own Bag Campaign

Design strategy and design direction for a national campaign to remind consumers to bring their own reusable bag.

The tendency for a public awareness campaign around reducing waste and sustainability is to relying heavily on the desired outcome: the environmental benefits. The creative strategy was instead designed to be directly user-centered and benefit driven. People are generally aware of these environmental issues, already have an abundance of reusable bags, and therefor, the campaign can simply be a checklist as a reminder so they don't have to purchase a bag.

The simplicity and visual nature of a checklist makes it memorable and a "soft sell" to encourage behavior. The campaign asks shoppers to add one more item to their mental checklist when they lave the house: keys, phone, wallet and bag!

Major U.S. brands, such as CVS Health, Target, DICK'S Sporting Goods, Dollar General, The Kroger Co. (including local King Soopers & Fry's stores), TJX (including local T.J. Maxx, Marshalls, and HomeGoods stores), and Ulta Beauty, are collaborating to test bag reduction solutions. This collective effort extends to local mom-and-pop shops, aiming to instigate a widespread cultural shift where bringing a reusable bag becomes the standard for customers at any retail destination.

Role: Visual direction & design
Agency: BBMG
Client: Closed Loop Partners