Coop – The Organic Effect
Making sustainability personal
Role: Research & Strategy
Agency: Forsman & Bodenfors
With The Organic Effect, Coop set out to make the question of sustainability feel personal. We knew that people cared about the planet, but distant, global problems rarely change behavior. The key insight was that change happens when the issue comes close to home, when you feel it in your own life and body.
I led the research behind the campaign, exploring which crops make the biggest impact, how pesticide exposure really works, and what science and regulation say about chemical interactions, the so-called cocktail effect. This work formed the foundation for the story we wanted to tell.
The campaign followed a real family as they switched from their usual food to eating only organic for two weeks. By measuring the pesticide levels in their bodies before and after, the experiment showed the effect in the most tangible way possible.
The idea was simple yet powerful: to visualize what happens inside our bodies when we change what we eat. The Organic Effect became one of Coop’s most awarded and talked-about campaigns, winning a Cannes Lions Grand Prix and sparking a national conversation about what we put on our plates.
The campaign was created by Forsman & Bodenfors in collaboration with Acne Film.
