A key product in the Xeros portfolio is XFilter, a washing machine filter for microfibres. Adoption by brands was challenging, so part of our tactical strategy was to actively push for legislative change that would mean product adoption was inevitable.

Ahead of the EU’s initiative to tackle unintentionally released microplastics, we ideated and drove a multichannel campaign to heighten awareness of the microplastic issue and build media pressure on policymakers to legislate for solutions.

A whitepaper was sent to a list of target EU policymakers in various departments including the EU Green Deal, DG ENV and DG GRO.

The whitepaper was supported by a strategic media and social media campaign to reach these policymakers via multiple channels.