bcg2 launches Bags Not

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Auckland/Wellington communications agency bcg2 and sustainability specialists Go Well Consulting have partnered with the goal of minimising and eventually eliminating single-use plastic bags, non-recyclable plastics and other plastic waste from the New Zealand environment. 

The Bags Not campaign has already received support from New World and ecostore.

Foordstuffs marketing GM Steve Bayliss said, “New World is committed to getting rid of single-use plastic bags by 2018, and to do this we’re providing the market with long-life reusable bags, expanding soft plastics recycling, and looking for alternatives for our customers.

“But, that’s the easy part – we need to help change the habit of a lifetime.”

Bayliss says it’s important to work with New Zealanders to motivate behaviour change. A key part of this is encouraging Kiwis to revisit their use of plastic bags. “Bags Not is challenging retailers to take up the call and look at the alternatives they can offer the customer,” Bayliss said.

Riley Elliott (aka The Shark Man – actor Pua Magasiva), artist Dick Frizzell and writer & TV presenter Jaquie Brown have got behind the initiative.

Riley Elliott a.k.a the Shark Man, actor Pua Magasiva, artist Dick Frizzell and writer and TV presenter, Jaquie Brown have got behind the initiative. Brown: “I make a concerted effort to remember to take my reusable bags to the supermarket, but like many shoppers it’s easy to forget!

“Currently, Kiwis use around 1.6 billion single-use plastic bags every year.”

“It’s not going to happen overnight, but if we all take responsibility for our own actions starting now, we can collectively make a significant difference”.

Go Well Consulting and communications agency, Bcg2 are the brains behind Bags Not. Nick Morrison from Go Well Consulting says, “Currently, Kiwis use around 1.6 billion single-use plastic bags every year. It will take hundreds to thousands of years for each one of those bags to degrade, creating microplastics as they do.

“In the meantime this has a devastating effect on ecosystems, particularly marine environments. There are relatively simple solutions available, if every New Zealander is prepared to take ownership of the problem.”

bcg2 chairman James Blackwood says, “We know plastic bags wreak havoc on the environment, but getting people to change the way they shop overnight is a lot to ask. We believe that education and easy access to alternatives are the keys to creating a cultural shift.

“Working collaboratively with businesses at the coalface of this issue is the most lasting way to bring that change to bear. Retailers like New World are proactively addressing the issue, and we want the public to get behind their initiatives. We think that together we can make a difference, faster, and we are keen for other New Zealand businesses and organisations to join our movement.”

The Bags Not website,, provides useful information, tips and life hacks to help reduce Kiwis’ reliance on single-use plastic bags.


Client: bcg2/Go Well Consulting.
ECD: James Blackwood
Managing Director: Michael Jarvis
Account Directors: Alexia Walsh, Christian Robertson
Strategy: Abe Dew, Jose Alomajan
Creatives: Robin Powell , James Blackwood, James Bowman, Simon Otto, Anita Young , Sam Stratton
Director: James Blackwood
Videographer: Sam Stratton
Photographer: Alex Wallace
Producers: Jozsef Fityus, Selini Parkinson
Digital: Kevin Akers, Caitlin Haynes, Craig Blackwood
Consultant. Nick Morrison
Special Thanks; Zena Ali, team bcg2

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