Documentary Campaign Report
Turning Awareness into Action: The Plastic People Impact Strategy
Most impact campaigns aim to raise awareness. This one helped influence negotiations at the international level and ignited a global movement.
Through strategic partnerships and a year-long impact campaign, Plastic People: The Hidden Crisis of Microplastics reached policymakers, communities and individuals worldwide, shifting the conversation around microplastics from an environmental issue to a critical public health concern.
Now, as the film will be premiering on CBC Nature Of Things on March 20th and then streaming across Canada on CBC Gem the following day, here are some highlights and lessons learned from the impact campaign behind the documentary.
A Campaign with A Purpose
The impact campaign – created and executed by Good Measure Productions for White Pine Pictures – had three goals in mind:
- Raise awareness about microplastics as a public health priority
- Influence international policy – particularly at the Intergovernmental Negotiating Committee on Plastic Pollution (both INC-4 and INC-5)
- Empower citizens with actionable steps and tools to implement impact on a local and national level
By leveraging a successful film festival run, relationships with impact partners, community and educational screenings, and digital engagement, the campaign ensured that Plastic People didn’t just spark conversations – it led to meaningful change.
Key Highlights from Final Impact Report
Global Reach: The film was screened in 21 countries, including high-profile events at the UN Plastics Treaty negotiations (with over 45 nations represented!).
Over 150 in-person screenings, including film festivals, grassroots community events, and educational initiatives.
22 Laurels: Plastic People was screened at 22 film festivals around the globe, winning 2 awards.
Localized Action: in 6 months, the film was screened at 51 community and educational screenings working with individuals, small non-profits, and local groups to help spread the word.
Influence on Policymaking: The film was presented to UN delegates, ministers, and environmental leaders, shaping conversations on microplastics in international regulations.
Engagement & Awareness: With support from 18 impact partners, including WWF, Break Free From Plastic, Environmental Defence and Plastic Pollution Coalition, the campaign reached thousands through social media, educational resources, and advocacy efforts.
Education & Community Impact: The campaign provided curriculum guides, discussion materials, and a screening toolkit to help schools, universities, and community groups continue the conversation.
How to Turn a Documentary into a Social Change Movement
The Plastic People campaign is a good example of how a well-executed impact campaign can turn a documentary into a movement on a global scale. By combining storytelling with advocacy, education, and policy influence, and engaging local communities, the word about microplastics affecting our health continues to ripple outwards, inspiring real change for future generations.
Read the full Impact Report here: Plastic People Impact Report
~ Written By Kat Anielak
