Brita "Get your green on" by Iris

Water filter brand Brita has enlisted Joanna Lumley to highlight Britain's "green guilt" problem.

"Reduce, reuse, recycle. Sup?" Lumley says as she practices yoga and discourages people from using single-use plastic. Another spot features a guilt-ridden Brit (called Tim) as Lumley talks him through the guilt of buying single-use plastic, while a third sees the Ab Fab actor as she hosts her very own green guilt hotline service.

Embracing the role of sustainability agony aunt, Lumley is seen sauntering through a landfill. In one photo she is reading a fake newspaper which trivialises the use of single-use plastic as a "load of rubbish".

The campaign includes a partnership with Good Housekeeping, which invites readers to ask Lumley questions via a live Q&A, as well as a "Greening Good Guide" which features 10 steps to help Brits make sustainable changes in their homes. It is based on a YouGov survey from February last year, which found that only one in four (28%) Brits experience "green guilt" due to their lifestyle. 

The work was written by Ben Edwards and directed by Jonny Briggs through Pops Production, while photography was handled by Mary McCartney.


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