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  • SUB CATEGORY :
    POVERTY & HUNGER
  • COMPANY ENTERING :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • TITLE :
    PLASTIC FARMING
  • BRAND :
    MGI
  • ADVERTISER :
    ASIATIC MARKETING COMMUNICATIONS LIMITED
  • AGENCY :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • CHAIRMAN :
    ASADUZZAMAN NOOR
  • MANAGING DIRECTOR :
    FERDOUS HASAN NEVILLE
  • EXECUTIVE CREATIVE DIRECTOR :
    MOHAMMAD AKRUM HOSSAIN
  • CREATIVE DIRECTOR :
    MD. ABDULLAH AL RANA/ASM TANVIR HASSAN
  • ART DIRECTOR :
    MD. AZIZUL HAQUE/MD. TAHIDUL ISLAM/SHAHIDA AROBI
  • COPYWRITER :
    KAZI NAIM UDDIN/FARZANA YESMIN MUKTA/
    ANINDYA PAUL/ZAYED BIN MUBIN
  • DIRECTOR, CREATIVE OPERATIONS :
    KASHFIA NAHREEN
  • DEVELOPER :
    MD TANZIB HOSSAIN
  • ACCOUNT DIRECTOR :
    ARABI RAHMAN
  • ACCOUNT EXECUTIVE :
    SUMSUDDIN AL- MAHMUD (SHEZAN)
  • BUSINESS STRATEGY DIRECTOR :
    SADIB EHSAN
  • STRATEGIC PLANNING DIRECTOR :
    PROTYOI SINHA RAEQ
  • PR DIRECTOR :
    ZAIDUL ALAM
  • MEDIA AGENCY :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • PR AGENCY :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • PR DIRECTOR :
    ZAIDUL ALAM
  • FILM PRODUCTION COMPANY :
    A-MINOR STUDIO & EMPTY YARD, DHAKA
  • DIRECTOR :
    BAYEZID AHMED NILOY
  • CAMPAIGN SUMMARY :
    Context: Bangladesh is a low-lying country. Plastic pollution and lack of agricultural land are 2 of the most prominent issues in Bangladesh. Due to rising water levels, floods and riverbank land erosion, day-by day, agricultural lands are being lost. As a result, over 4 million farmers became climate refugees. On the other hand, as it is a Delta nation, the rivers in the nation carry 73,000 tons of plastic waste every day, even from the neighbouring nations. Harming both aquatic life and negatively affecting global warming.
    Objective: To address the environmental issues caused by plastic waste and offer an innovative solution to support climate refugees.
    Insight: These climate refugees are looking for a stable livelihood for themselves and their families, but due to a lack of land to farm on, they are unable to make a living. Also, due to a lack of people taking responsibility, plastic pollution is constantly increasing.
    Idea: After 2 years of research with Agro-scientists, we found that Fungi eats up micro-plastic. So, since micro-plastic can be taken care of using Fungi, what if the plastic waste could be repurposed for hydroponic farming to help the climate refugees.
    Execution: MGI, Bidyanondo and local agriculture officers launched the initiative by educating over 500 farmers in Pirojpur and Gopalganj about Plastic Farming, the initiative was extended with nationwide activations, a free website, video tutorials, and manuals accompanying MGI products. Farmers were taught how to collect plastic from water bodies, create floating farms, and release fungi to manage potential micro-plastic issues.
    Impact: Plastic Farming not only offered an innovative solution to plastic pollution but also empowered landless farmers with a sustainable farming method, while also strengthening MGI's brand perception as a responsible corporate entity actively contributing to positive changes.
  • CREATIVITY/IDEA/INSIGHT :
    Due to global warming, agricultural lands are being lost. As a result, over 4 million farmers became climate refugees. On the other hand, the rivers in the nation carry 73,000 tons of plastic waste every day. Harming both aquatic life and negatively affecting global warming.
    MGI’s ‘Plastic Farming’ in collaboration with Bidyanondo addresses both concerns with a single innovative solution – by turning plastic waste into floating farms. After 2 years of research with Agro-scientists, we found that Fungi eats up micro-plastic. So, since micro-plastic can be taken care of using Fungi, the plastic waste could be repurposed for hydroponic farming to help the climate refugees.
  • STRATEGY :
    The strategy involved partnering with Bidyanondo and local government agriculture officers to educate farmers, ensuring the widespread adoption of Plastic Farming.
    Approach: Due to global warming, agricultural lands are being lost. As a result, millions of farmers became climate refugees. On the other hand, the rivers in the nation carry tons of plastic waste every day. Harming both aquatic life and negatively affecting global warming.
    MGI’s ‘Plastic Farming’ in collaboration with Bidyanondo addresses both concerns with a single innovative solution. By introducing climate refugees to plastic farming, we not only managed to repurpose the plastic waste and reduce plastic pollution, but also were able to provide the climate refugees with livelihood by manifesting farming ground for them. Additionally, a single 3x30 feet farming bed can be cultivated 4 times a year, not only providing for a family of 4 for a whole year but also produce additional crops to earn a living.
  • EXECUTION :
    Global warming is consuming agricultural lands and millions of farmers are becoming climate refugees. They seek a sustainable livelihood for themselves, but due to a lack of land to farm on, they are unable to make a living. On the other hand, plastic pollution on rivers is constantly increasing. We wanted to address both the issues.
    After 2 years of research with Agro-scientists, we found that Fungi eats up micro-plastic. So, since micro-plastic can be taken care of using Fungi, the plastic waste could be repurposed for hydroponic farming, which could help the climate refugees to improve their livelihood.
    MGI, Bidyanondo and local government’s agriculture officers started by educating farmers in climate-affected regions, ensuring a hands-on approach to Plastic Farming. The farmers were taught to collect and repurpose the collected plastic to make floating farms. They were also taught to recycle the plastic after 4 years. In this way, we were able to create a holistic and sustainable method to address two issues at once. As a result, tons of plastic waste were collected and repurposed, a large portion of farming ground was made available and thousands of climate refugees found land to farm on.
  • RESULT :
    Collected 125 tons of plastic waste
    Held 117 training sessions online and offline
    Trained 15,232 farmers hands-on
    Distributed 100,000 flyers
    1.1M+ USD Campaign PR value
    2.4M+ views on video tutorials
    11,573,842 Social media reach
    2.5M+ Social media engagement
    Enabled 2.4M+ acres for potential farmland
    Converted 7,000+ climate refugees into farmers
    Plastic Farming's positive societal impact and ecological benefits contribute to MGI's brand perception, aligning the company with environmental and social responsibility. Additionally, this initiative will drastically reduce plastic pollution, while simultaneously work to eradicate the lack of agricultural land.