The real issues
The Danish agency Hjaltelin Stahl has also launched a special edition to coincide with Sports Illustrated's annual swimsuit issue—and is using it to draw attention to plastic pollution in the world's oceans.
On June 8, 2019, World Ocean Day, the NGO Plastic Change launched "The Plastic Issue," shortly after Sports Illustrated published the "Swimsuit Issue."
Visually borrowing heavily from the original, "The Plastic Issue" features former Sports Illustrated cover model Solveig Mørk, an avowed environmentalist. Mørk poses on a polluted beach and thus brings the plastic problem - "the real issue" - into focus.
The campaign generated a lot of attention for the Landing pagewhich gives tips on how to reduce daily plastic use to a minimum. In addition, a calendar with further tips and facts on plastic pollution was launched.
The issue has also been taken up by other major players. Pornhub, for example, launched "The Dirtiest Porn Ever" in August to draw attention to the problem. (Werbewoche.ch reported).
The cover of the "Plastic Issue" also made it into the official competition for a place in next year's Sports Illustrated. Thus, the original magazine ultimately became a means to an end itself.
The NGO Plastic Change had already drawn attention to marine pollution this year with the dystopian short film (Werbewoche.ch reported).
