Eight billion plastic bags are thrown away every year in the UK alone. Each one takes up to 500 years to decay in landfill.We wrote and designed 'I'm Not a Plastic Bag' for Anya Hindmarch to design a bag around. The bag was sold for £5 at 300 Sainsbury’s supermarkets. We then went global, selling 120,000 bags in four countries in the first hour. Coverage included 60 TV news features globally, 1,200 press articles worldwide and three million search results on Google.A national campaign – Plastic Ain’t My Bag – followed with major retailers signing up to say no to automatic distribution of plastic bags. It was in 2007 that people stopped to think whether they needed another plastic bag.
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