Plastic-Free Week took place for the first time in Brazil between July 27 and 31, 2020. Most notably, the event marked the launch of the study “Plasticized Childhood.” Commissioned by the Alana Institute, this research is the first of its kind worldwide, analyzing the connection between advertising targeted at children, the commercialization of toys in Brazil, and its relation to plastic consumption and disposal, as well as children’s health.
With a fully online and free program, Plastic-Free Week 2020 was part of the global #PlasticFreeJuly campaign. Overall, it aimed to reflect on the ways plastic is produced and consumed, exposing its impact on the environment and human health. In addition, the program also pointed to possible solutions to this crisis.
Plastic-Free Week was an initiative of the Alana Institute, carried out through the Child and Consumer program. It also had the support of the following partners: United Nations Environment Programme (UNEP), UNESCO, Break Free From Plastic, Videocamp, Instituto Polis, Gaia, and Zero Waste Alliance Brazil.
Film Debate – The Story of Plastic
During July 27–29, 2020, the event’s audience was able to watch the documentary The Story of Plastic. From the same creators of The Story of Stuff, the film provides a comprehensive look at the man-made plastic pollution crisis. At the same time, it addresses the effects of this problem on the health of the planet and its inhabitants.
The documentary is currently available on the DiscoveryGo streaming service. It can also be rented on Amazon, Apple TV, and Xfinity. In addition, screenings can be organized directly through the Story of Plastic website.
On July 29, a debate on the film was held with experts and activists. In general, participants discussed the Brazilian context of the plastic pollution crisis and possible solutions, covering topics such as toxicity, solid waste, and the climate crisis.
The first round of discussions featured Beth Grimberg, Solid Waste Coordinator at Instituto Pólis; Roselaine Mendes Ferreira, State Representative of the National Movement of Waste Pickers (MNCR); and Ademilson Zamboni, Executive Director of Oceana Brazil.
The second round included Andréa Ribeiro, member of the Precious Plastic São Paulo initiative; Luciana Annunziata, partner and director of digital strategy and content at Casa Causa; and Mariana Rico, Executive Director of Instituto Estre. The debate is available on YouTube with accessibility resources, including sign language interpretation (Libras) and audio description narrated by the participants themselves.
Launch and Webinar on Plasticized Childhood Research
Another highlight of the program was the discussion on plastics and childhood. First, the international webinar “Plasticized Childhood” was held on July 30. The recording of the event is available on Facebook (in English only). Experts from different countries discussed the impacts of plastic on children’s health and the environment.
Then, on July 31, the Plasticized Childhood study was officially presented. This groundbreaking research was conducted by the Research Group on Green Chemistry, Sustainability, and Education (GPQV) at the Federal University of São Carlos (UFSCar), commissioned by Child and Consumer.
The study was presented by the project’s coordinator, Dr. Vânia Zuin, from GPQV at UFSCar. “The main idea is to generate scientific data and deepen the debate on the relationship between child-directed advertising in Brazil and the production, consumption, and disposal of plastic toys,” explained the researcher.
The study used as case studies the LOL Surprise doll and the McDonald’s Happy Meal marketing strategy. Like the debate on The Story of Plastic, the presentation is available on the Child and Consumer YouTube channel with accessibility features.
Published on: July 17, 2020
