The main content of WWF-Vietnam's communication campaign to raise the responsibility of each individual for reducing plastic waste, promoting sustainable consumption habits for plastic products in the world in daily activities according to the 4R principle: Reject - Reduce - Reuse - Recycle.

The campaign is aimed at a new generation of consumers and consumers in general across the country, in particular, those living in coastal areas.

In this campaign, the messages are deployed in a new approach through folklore materials such as posters, making funny proverbs, and singing Rap from proverbs, writing lyrics on the background of folk songs and cai luong.

By exploiting familiar folk materials, the topic of reducing plastic waste becomes closer, connecting traditional cultural values ​​with modern knowledge, promoting people's awareness that they can contribute to deciding the purity and sustainability of the environment around them, and at the same time, provide an interesting and meaningful playground, especially for young consumers.

Ms. Nguyen Thi Dieu Thuy - Director of Plastic Reduction Program, WWF-Vietnam said that through this communication campaign, it will contribute to helping consumers, especially young consumers, better understand about plastic waste pollution, helping them better understand the role and power of consumers in changing the status of plastic pollution and creating a trend to reduce plastic from businesses providing products and services, associated with new values ​​such as civilized, socially responsible consumers.