Plogga

Plogga

To create and launch a world movement
Concept, design, Art Direction, branding, social media, web, strategy, tactics, PR, influencer marketing

Is it possible to create a world trend, a new concept and a popular movement based on a slightly oddball idea of rubbish collection and health? Yes, and it works perfectly! Today, “plogging” has taken over the world. This is what we did when we created Plogga:

2016
On a sunny day in April 2016, trail running guru Erik Ahlström came into our office on Södermalm. He was an ambassador for Keep Sweden Clean and didn’t think annual roadside rubbish collection days were sufficient – nor, he said, was the health aspect considered enough.

He had tried to start a conversation about something he called “Plogga”, a combination of the Swedish words for “picking up (rubbish)” and “jogging” but had failed to make an impact.

Of course, we wanted to help! Our AD Linnea Härjerud, who has worked with the Swedish Society for Nature Conservation, and project manager Ulf Mård, who was a committed environmental fighter for many years, were happy to take up the battle.

We identified a goal with Plogga and were hoping for an environmental and health trend that would extend from north to south throughout the country. Something that companies would like to get involved in and sponsor, and that people could do together for fun.

We had several workshops where we identified target groups, strategies and tactics. We created strategies for social media and developed a graphic identity with a focus on the feeling of energy, joy, innovation and forward thinking. It was also important to avoid a graphic style that looked too old fashioned, to reach out to those who were not already environmentalists. We wanted everyone to be able to find joy in Plogga. We came up with a good mix of important, serious information about the impact of waste on the sea and the natural environment, as well as suggestions for the solution to the problem: Plogga.

Before we started the Plogga project, there was a widespread perception that picking up rubbish is disgusting and dirty. We solved that challenge, creating proud ploggers who feel fresh, happy and inspired.

2017
Plogging took off and spread faster than lightning.

We worked with PR, were featured on TV4 Nyhetsmorgon and SVT and in several newspapers and gave presentations to private companies.

Via Plogga’s Facebook page, people could contact us for help with arranging a plogging event in their city. Photos from all plogging trips were published as content on Plogga’s Facebook.

Plogga’s website was launched (today they have redesigned it, so we are no longer responsible for either design or code, but our work is shown below) and by this time it seemed like every Swede was a regular plogger. By this time, Plogga had also expanded outside

Sweden’s borders, being established in India, Brazil, New York, London… Practically everywhere. Contacts poured in from newspapers and news channels all over the world seeking to interview and film Erik, plogging and its founders.

2018
Plogga was named New Word of the Year 2017 – what a great endorsement!

A good sign of success is that others copy your concept. Movements flourished to right and left, all over the world. People went canoeing and picked up rubbish – everyone wanted to help clean up the environment and our waterways.

Others went a step further and pretended that the plogging movement we had built up was their own idea.

2019
In the end, the time had come for us at Louder Family to hand Plogga back to Erik Ahlström, asby now the concept was sufficiently well-packaged for him to continue to spread the message. Today, McDonald’s is the official sponsor of Plogga, and the fast-food chain has made a U-turn regarding its own environmental and health values.

Plogga shows that it is possible to make a difference. Above all, it is possible to create a new culture and to do something on a truly global scale. With the right methods and strategies, knowledge, visual communication and project management, it really can be done.

That’s how it was when we founded Plogga.