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Sky Media and Volvo Car UK encourage British families to reduce single-use plastic consumption

Mini-documentary on Sky Atlantic reveals damage of plastic waste and the everyday actions viewers can take

Volvo Car UK is bolstering its ambition to protect our oceans from plastic waste with its latest content campaign. Teaming up with Sky Media, it has created an engaging mini-documentary that sheds light on what viewers can do to limit their use of plastic.

Shown exclusively on Sky Atlantic, on video-on-demand (VoD) and on Volvo’s website, the six-minute documentary gives viewers easily digestible advice on how to reduce their own plastic wastage and impact on the environment. The video follows the Rapaccioli family looking at their plastic consumption with expert advice from Lucy Hunt, who is Sustainability Education Programme Manager for Volvo Ocean Race and is tasked with raising the awareness of more environmentally sustainable products and reducing our reliance on plastic. Lucy shares insights including switching to more sustainable products like bamboo toothbrushes and beeswax food wrapping, and handy tips such as washing all recycling to avoid contamination.

The campaign supports Volvo Cars’ sustainability programme, which is one of the most ambitious in the automotive sector. Earlier this year, the firm announced that by 2025 it aims for at least 25% of the plastics used in every newly launched Volvo car to be made from recycled material. It has also committed to removing single-use plastics from its offices and events across the globe by the end of 2019. In September, Volvo became the first and only car maker to endorse the G7 Ocean Plastics Charter, which commits governments to take concrete steps towards addressing the issue of ocean plastics pollution.

This documentary builds on the pre-existing relationship between Volvo Ocean Race and Sky Ocean Rescue, who sponsored the Turn the Tide on Plastic team’s boat in the 2017-2018 edition of the race. The team’s aim was to educate people about the damaging effects of ocean plastic pollution, taking water samples from unrecorded areas around the globe revealing the true extent of plastic pollution in our oceans. This was documented in Ocean Rescue: Turn the Tide on Plastic, available to watch on Sky VoD.

Volvo’s aim is to increase its relevancy to its ABC1 target audience and demonstrate its fresh and innovative company ethos. Sky Atlantic, home to Sky’s thought-provoking documentaries, was the natural placement for this content due to its discerning and thoughtful audience.

Georgina Williams, Head of Marketing, Volvo Car UK, said, “As a carmaker, we recognise the impact our products have on the environment. It’s why we have not only set out one of the industry’s boldest sustainability programmes, but also want to help people think again about the impact of all of our actions on the environment. We hope this content created with Sky Media will help inspire change amongst viewers.”

Lucy Hunt, Sustainability Education Programme Manager for Volvo Ocean Race, said, “I take what I learn on the ocean and the commitment to sustainability that runs true throughout Volvo, and use it to help families think again about the plastic they use each day.”

Rachel Bristow, Director of Partnerships at Sky Media, commented, “As we head into the 6th year of our relationship with Volvo it’s exciting that once again we’ve been able to evolve and enhance our partnership.  The Ocean Rescue: Turn the Tide documentary is a compelling story and a subject matter close to the heart of both Volvo and Sky.”

The stand-alone content was brokered by Sky Media and Mindshare, with the creative developed by Perfect Tribe. It is available from 5th November for 12 months.

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