Antarctica – a land covered in clean ice and pristine snow, largely untouched by humans…
Actually, no. Not any more. The latest research reveals a much starker truth. The continent, much like the rest of the planet, is suffering the impacts of global plastic pollution. In fact, within Antarctic snow, are many, many tiny particles of plastic threatening the health of wildlife and heating up ice sheets.
Publicis Canada teamed up with Agenda Antártica to help support its latest campaign, that takes aim at the growing problem of global plastic pollution. Agenda Antártica, a non-governmental organisation that works for the environmental preservation of the Antarctic continent and the Southern Ocean, has commissioned a redesign of the Antarctica flag by its original designer, renowned vexillologist, Graham Bartram, in the early ‘90s.
The white map of the continent symbolised Antarctica’s distinctive attributes as a hub for scientific collaboration, peaceful coexistence, and nature conservation. The new design transforms the original unblemished white map of Antarctica to one filled with tiny colourful dots representing the actual microplastics that are polluting the continent.
The flag redesign campaign aims to send a message to the world about plastic waste, and is part of a call to action to sign a petition demanding a strong Global Plastics Treaty that would curb plastic consumption.
“The discovery of microplastics (plastic pieces smaller than 5mm) in Antarctic snow is a wake-up call to the world,” Graham Bartram stated. “Through this redesign, I aim to ignite a global conversation about our responsibility towards the environment and the urgent need for collective action to combat plastic pollution.”
“This redesigned joint initiative aligns with growing international concerns about environmental degradation and the need for sustainable practices. The new flag will serve not only as a symbol of Antarctica’s environmental significance but also as a call to action for nations, corporations, and individuals to address the pervasive issue of plastic pollution,” added Dr Horacio Werner, executive director of Agenda Antártica.
Far from just being a symbolic gesture, the new flag aims to reignite discussions around the University of Canterbury’s scientific findings, drawing much-needed attention to the broader implications of plastic contamination in remote and ecologically critical regions like Antarctica.
In conjunction with the flag’s redesign, a dedicated website has been launched where individuals and organisations can learn more about the impact of plastic pollution and take a proactive stance. Visitors to the site are invited to sign a pledge supporting the establishment of a strong Global Plastics Treaty, a crucial step in combating the pervasive issue of plastic pollution worldwide.
Credits:
Agency: Publicis Toronto
Director: Yan Cucco
Director’s Assistant: Linda Djelailia
Production: The Pub Productions
Editor: Neal McAuley
Press Relations: North Strategic
Music: Magma Music Agency
Music Supervision: Michael Bertoldini, Andrea Morelli
Music Production: Seppl Kretz, Marvin Losch
