WWF urge consumers to replace household products with natural alternatives

World Wildlife Fund (WWF) is urging consumers to replace mass-produced and often wastefully-packaged household products in favour of simple and natural alternatives in a new campaign from Leo Burnett Sydney.

The campaign aims to highlight how a number of environmentally friendly and sustainable items such as lemons, grapefruit, honey, mint, ginger and vinegar can be used to substitute many household cleaning and beauty products consumers use every day.just - WWF and Leo Burnett

Dermot O’Gorman, CEO WWF Australia, said: “The just initiative has been created to show there are simple and natural alternatives to many of the highly packaged goods people buy and use every day.

“Through the just campaign, we hope to highlight how a few small changes, done by many, can help reduce our ecological footprint. It’s a way for people to think about where their products come from, how they are made and the impact they have on the planet. We want to encourage people to change the way they think and consider the environmental impact of their everyday choices.”

Consumers will be able to pick up the WWF’s “just range” at selected locations throughout April in exchange for a social media post about the experience using the hashtag #JustNatural.

A dedicated website provides consumers with information on what types of natural products can be used to replace things like glass cleaner, mouth wash or shoe polish.

just Outdoor - WWF and Leo BurnettSpecially designed outdoor interactive billboards which are able to dispense the natural everyday alternatives will also roam Sydney.

Andy DiLallo, chief creative officer at Leo Burnett Sydney, said: “Just shows that sometimes nature can provide us with everything we need. While we are proud of the range we have created, this is about more than products or brands. just is about sparking a change in mindset that can help make a real difference for the planet.”

The campaign is a response to WWF’s Living Planet Report 2014 which revealed humanity’s demand on the planet is now more than 50 per cent greater than what nature can renew.


Leo Burnett

  • Chief Creative Officer: Andy DiLallo
  • Executive Creative Directors: Vince Lagana & Grant McAloon
  • Art Director & Designer: Bruno Nakano
  • Copywriter: Bjoern Ingenleuf
  • Digital Designer: Jannifer Wong
  • Digital Developer: Keong Seet
  • Finished Artist: Nancy Yonathan
  • Integrated Producer: Cassie Collin
  • Group Business Director: Belinda Drew
  • Business Director: Samuel MacDonnell
  • Senior Business Manager: Natasha Floyer
  • Strategic Planner: Nicky Bryson
  • PR Director: Sophie Walton
  • Social Director: Vanessa Muller

Rapid Films

  • Director: Craig Rasmus
  • Producer: Rita Gagliardi


  • Co–Director: Simon Ingerson
  • Sydney Allen Printers
  • Dean Slater


  • Marketing & Engagement Director: Cristel Lee Leed
  • National Manager – Brand, Marketing & Innovation: Marni Ryan
  • National Manager Communications – Phil Freeman

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