EDMs for Plastic Free July


Plastic Free July email campaign








Sustainability is one of our core values here at Avion. That’s why we jumped at the chance to be involved with the 2018 Plastic Free July challenge – both as participants and as copywriters offering our services.

Plastic Free July has been growing every year since it first began in 2011, and 2018 was no exception. More than 3.4 million people from over 170 countries around the world joined in to avoid or minimise their use of single use plastic throughout the month of July – more than double the number of participants from last year!

With such massive growth, Plastic Free July was happy to get us on board crafting messages to be sent out to participants via email direct marketing (EDM), both to help spread the word, and offer support and inspiration throughout the challenge.


It was important for us to get across the history, messaging, and ethos of Plastic Free July. We used current website copy and resources, plus EDMs sent in the past to really get a deeper understanding of the not-for-profit foundation and all they stand for.

We also worked with Rebecca Prince-Ruiz, founder of Plastic Free July, to understand and communicate her vision most effectively. Of course, actually participating in the challenge as a team also helped us get a better grasp on the unique challenges of refusing single use plastic, whilst allowing us to be a part of this incredible global movement aimed at inciting positive environmental change.


In the lead up to the challenge, throughout it, and in the aftermath, we put together a total of 14 EDMs to be sent out to the 55,788 individuals plus 1,353 organisations and schools taking part in the challenge.

The EDMs we crafted were opened at an impressive average rate of 40.3%. Considering the average open rate for non-profits (according to MailChimp) is 24.11%, this shows a significantly high level of engagement from Plastic Free July-ers.

“Thanks again for all your help with the EDMs – it’s been great working with you. You’ve been an invaluable support to the challenge this year. Plastic Free July's reach and impact via our communications channels grows each day and I couldn't have done it without your efforts. I've also learnt a lot and have recommended your services to several groups.”

Rebecca Prince-Ruiz – Executive Director of the Plastic Free July Foundation