ITC's YiPPee! unveils new campaign to create awareness for transforming plastic waste into playgrounds

YiPPee! has announced the launch of a new campaign “YiPPee! Better World: Create Magic”, highlighting a new waste upcycling initiative programme under its banner aimed at refurbishing city parks with park equipment (like swings, jungle gyms etc.) made from upcycled plastic waste collected through large-scale awareness and plastic waste collection drives by the brand.

The creative rendition for the campaign was done by Ogilvy. The creative is aimed at portraying the impact of this massive plastic collection drive visually. The creative execution shows park rides made with discarded plastic. Also, in exchange for plastic waste, YiPPee! is giving the consumers the power to choose the park they want to ‘transform’.

With this fresh campaign, the goal is to align the brand’s ethos of promoting awareness of plastic waste management practices with the sheer delight of playing in outdoor areas.

The brand recognises the urgency of addressing the plastic waste crisis while keeping in mind that people need to see the immediate, tangible benefits of their efforts. The initiative follows an innovative two-pronged approach for maximum impact:

Upcycling Plastic Waste: Converting plastic waste into colourful playground equipment, from swings to jungle gyms. With sustainability at the core of this endeavour, the aim is to give a second life to discarded plastic materials.

Community Involvement: The success of this initiative lies in the hands of the community. It involves conducting large-scale awareness and plastic waste collection drives, rallying the larger community to participate in the movement. Bringing individuals together for a common cause to create magic in the lives of our children.

"YiPPee! Better World: Create Magic” initiative, focuses on cities of Delhi-NCR, Mumbai, Bangalore, and Kolkata aiming to create magic in children's lives and tackle the problem of plastic waste while envisioning a future where playgrounds are not just a place to play but a symbol of the collective commitment of entire society to a sustainable and joyful future.

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