Our Work
Unsere Arbeit
Corona Plastic Fishing Tournament
Overview
Removed over 20 tons of plastic from the world’s oceans
What: In the spring of 2022, Corona Global Plastic Fishing Tournaments were held in Mexico, Brazil, China, Israel, Colombia and South Africa encouraging fisherpeople to sign up to recover plastic from the ocean while earning money.
Each event was promoted in the local market through social media, local media outreach efforts and grassroot materials and posters for participation as well as globally as part of Corona’s longstanding commitment to protect the world’s oceans and beaches from plastic pollution.
How: During the events, we connected fishing communities with local recycling companies, such as Compell Soluções Ambientais in Brazil and Mexico Recicla in Mexico, to compensate local fisherpeople for their plastic debris hauls while providing a new way of generating income. By bridging these companies with the fisherpeople, Corona hopes to make the compensation for ocean plastic an ongoing global practice long after the tournament. In addition, Corona hosted workshops for local fisherpeople on environmental initiatives and best practices. These important discussions focused on how everyone has a role in diverting oceanic waste from our waterways. Each event was replicable, scalable, and deemed successful in markets around the world.
Overview
The Results – What We Achieved
Corona’s Global Plastic Fishing Tournament demonstrated how communities can come together to help the environment and support the areas economically. As a result, hundreds of fisherpeople from all over the world have drawn an estimated 20 tons of plastic from the ocean. This effort was a step forward in making oceans cleaner. The campaign also garnered: 2.2B media impressions and 90% positive sentiment in earned media coverage. Results were measured through key message pull through, brand mention and sentiment.
20 Tons
of plastic from the ocean
90%
Postive Sentiment
2.2 Million
Media Mentions
Overview
The Results – What We Achieved
Awards & Creds
