Dentsu fills salt dispensers with micro-plastics for World Earth Day themed campaign

Dentsu Singapore and Green is the New Black, an aggregator of environmentally conscious brands, events and experiences have created a campaign that draws attention to the presence of microplastics in food.

The inspiration stems from a grim statistic: 90% of the world’s salt contains microplastics. Their impact on human lives and bodies is still being assessed.

In the meantime, the Plastic Salt campaign has been created to make people conscious of and avoid single-use plastic.

To do this, Dentsu Singapore used recycled plastic to 3-D print miniature objects such as straws, dining plates, six pack rings and more. These were then placed in salt grinders in eating establishments in Singapore to raise awareness.

In response to a query from Mumbrella, Dentsu said the salt shakers full of micro-plastics were installed in three restaurants across Singapore: Vegan Burg, Kitchen by Food Rebel and Hrvst, which incidentally has been closed since April 1.

According to the agency, there were no instances of patrons or distracted diners mistaking the micro-plastics for actual salt. Asked about the reactions of patrons to  – perhaps unwittingly – being made part of an environmental awareness campaign, the agency said: “They were shocked at the fact that microplastics are in their salt.”

Speaking about the campaign, Green is the New Black cofounder Paula Miquelis said: “Plastic pollution is something that people appear to be very concerned about, but we see a huge disconnect with what they are saying and what they are doing.

“Each of us is playing a part. If everyone simply refused plastic in the first place, it would make a huge difference. Wherever possible, we need to help to raise awareness of these issues – we need to educate more people and fast.”

Green is the New Black founder Stephanie Dickson added: “Global plastic pollution has been a grave issue that is still trying to be solved.

“By 2050, it’s said that there will be more plastic in oceans than fish by weight. In the context of Singapore, research by a Final Straw and Cyan Project found that people go through 2.2 million straws a day, and that amount is enough to cover Singapore’s coastline twice over.

“The issue is that most people can’t relate this to their daily lives. ‘Plastic Salt’ is a simple but powerful idea that is showcasing just how bad the issue is and showing that it’s coming directly back to us – we are literally eating plastic every single day.”

Dentsu Aegis Network Asia Pacific partnership director and social impact lead Chloe Rees said: “Last year was the beginning of our sustainability journey regarding single use plastic in Singapore.

“While we don’t know what the future will hold, our actions today do have an effect on the years and decades to come. We want to continue inspiring local (and global) businesses to take #littlegreensteps to reducing their dependency on plastic. As testament to this, we have produced our first film, ‘Plastic Salt’, to raise awareness on microplastics both in Singapore and at a global scale on World Earth Day.”


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