Clean Coast is a collaboration between several towns on Sweden’s west coast, with one mission: A cleaner coastline. During the 2018 Swedish general election, they wanted to remind the politicians and the public about the election’s biggest problem – the ever-growing plastic iceberg. It’s estimated that by the year 2050, there will be more plastic than fish is the sea.
To help stop the rising tide of plastic, we launched a “rubbish” initiative by redesigning a new kind of Fish Chart, one that replaces the different types of fish usually seen with discarded plastic items such as water bottles and food carton.
Billboards displaying the fish chart are placed strategically along popular beachfront locations. Confronting beach-goers with the harsh reality if we don’t end littering on our beaches. And instead of leaving rubbish behind, they will leave better beaches for future generations to enjoy.
To push the initiative further and help raise funds, a physical poster-version of the fish chart is available to purchase on-demand.