Rahul Sachitanand
Aug 12, 2021

Unmasking a Covid cause of marine pollution

INSPIRATION STATION: Alibaba, WWF and F5 collaborated on highlighting the tremendous damage caused by 1.5 billion masks finding their way into the oceans.

'Fading Sea Creatures' by Qiurui Du
'Fading Sea Creatures' by Qiurui Du
Alibaba Group, WWF and F5 Shanghai recently launched a campaign that highlights the problem of disposable face mask pollution. Due to the Covid pandemic, more than 1.5 billion have sadly found their way to the ocean in 2020 alone, further burdening the earth's already battered water bodies. 
 
 
As a key online platform selling these masks, Alibaba wanted to find a solution to what has become a festering problem. The firm worked with WWF for Earth Day 2021 to generate more awareness about the issue.
 
 
Alibaba's plan included an event titled 'Fading Sea Creatures', a shocking live performance by emerging artist Qiurui Du. The performance focused on jellyfish, the world's most resilient sea creature, to convey the message of how even the oldest animal on earth that survived calamities, mass extinctions, and outlived dinosaurs, may soon fall to the consequences of mask pollution.
 
 
The performance featured Qiurui’s jellyfish painting which was on canvas made entirely out of disposable face masks. The painting was made with hydrochromic paint, which disappeared when the mask canvas was submerged underwater. The jellyfish painting reappeared when the mask canvas was removed from the water, conveying the message of how life will return to the seas when we remove the presence of masks from our oceans.

Related Articles

Just Published

7 hours ago

Moves and wins roundup: Week of October 2, 2023

A new month and new moves and wins from the World Federation of Advertisers, The Advertising Standards Council of India, Viddsee and more.

7 hours ago

CJ taps Tyroo to offer APAC advertisers access to ...

The partnership hopes to offer advertisers a number of insights including shopper event tracking, integrations with e-commerce platforms, program management tools, and data analytics.

8 hours ago

Allison PR vows not to work with fossil fuel industry

The Stagwell firm is the largest agency to sign anti-fossil fuel industry group Clean Creatives’ pledge.

8 hours ago

Asia-Pacific Power List 2023: Yajuan Wang (Zhiheng),...

National influencing app in China, under the leadership of Wang, is now building comprehensive products’ word-of-mouth marketing mechanism to tackle pain points for brands.