Today, there are no limits on plastic production. The only way to stop plastic is a Globally Binding Treaty, and the only way to achieve that is to lobby governments. WWF research found that we consume approximately 100,000 microplastics a year. Plastic has entered every level of the food chain, and has entered our bodies. Science was increasingly aware of this disturbing fact, but the average person on the street did not have a clue. Shocking, but hard to comprehend. Grey Malaysia took that abstract scientific data and quantified it, visualising it into a singular, universally understood and compelling fact - YOU ARE EATING A CREDIT CARD A WEEK. By transforming an environmental crisis into a personal one. Plastic Diet was announced to the media and simultaneously launched on WWF’s social channels. A campaign toolkit, was created in 11 of the most popular global languages, the largest and fastest public movement in WWF history.