PLOGGA
Strategy, Brand Building, Launch & Global Movement
Initiator: Erik Ahlström
Creative Development: Linnea Härjerud, Ulf Mård & Erik Ahlström
Creative Direction & Art Direction: Linnea Härjerud, Bestis
Brand Identity & Design: Linnea Härjerud, Bestis
UI/UX and copy: Linnea Härjerud, bestis
Content Creation: Linnea Härjerud, Bestis
Agency: Louder Family
Could an idea combining exercise and litter collection become a global movement? As it turned out: absolutely.
Together with initiator Erik Ahlström, I helped develop and launch Plogga: a worldwide movement that turned picking up litter while exercising into something positive, social and inspiring.
What began as a Swedish initiative grew into the international phenomenon known as plogging, spreading across countries, communities, companies and media around the world. The movement remains active today.
My role covered the creative development of the concept, art direction, creative direction, visual identity, design and content creation across channels. Due to the scale and evolution of the project, the story is best told as a timeline. Read more below the video and pictures.
Let’s wats some film
2016: Turning an idea into a movement
Trail-running expert and Keep Sweden Tidy ambassador Erik Ahlström introduced the original idea: combining running with collecting litter.
The ambition was larger than launching another environmental campaign. We wanted to create a behaviour people would actively choose to participate in; one that could engage individuals, companies and communities while connecting environmental responsibility with health and wellbeing.
Through collaborative workshops, we defined the concept, audiences, communication strategy and foundations for future growth.
2016: The name and identity take shape
For the movement to spread, it needed to feel simple, accessible and easy to adopt.
We developed Plogga as a clear and memorable concept with a visual identity designed to transform perceptions of litter collection. Rather than presenting it as unpleasant or dutiful, the communication made plogging feel energetic, fresh, social and rewarding.
I developed the art direction and graphic expression, creating a flexible identity that could work across social media, websites, events, partnerships, printed materials and participant-generated content.
The goal was not to control the movement too tightly, but to give people a strong and recognisable framework they could make their own.
2017: Launching and building participation
We began activating the concept through organised plogging events, a new website, digital communication, partnerships and content.
I created material for the movement’s channels and developed communication that explained the idea quickly: exercise, pick up litter and improve both your surroundings and your health at the same time.
Social media became central to the strategy. It allowed participants to document their own activities, invite others and demonstrate how easily plogging could become part of everyday life.
This helped Plogga grow beyond individual events and begin developing into a participatory community.
2017–2018 : From Swedish initiative to international phenomenon
As interest increased, the movement began travelling far beyond Sweden.
International media, organisations, running communities and private individuals adopted the concept. The Swedish word plogging became the internationally recognised term for the activity.
The identity and communication system needed to remain coherent while being open enough to function across different languages, markets and cultures.
I continued developing design, campaigns and content across channels, supporting the movement as it expanded into a globally recognised idea.
2018 : Events, partnerships and broader cultural impact
Plogga became increasingly visible through public events, corporate activities, media coverage and collaborations.
The concept offered companies a tangible way to activate commitments around sustainability, employee wellbeing and community engagement, while remaining simple enough for anyone to join.
What had started as an unconventional combination of jogging and litter collection was developing into a broader cultural behaviour.
2019: A movement strong enough to continue independently
By 2019, Plogga had become an established concept with international reach, strong recognition and an active community.
McDonald’s joined as an official sponsor, further demonstrating the movement’s ability to engage major companies and influence conversations around environmental responsibility and health.
At this stage, the original agency assignment came to an end. Plogga no longer depended on Louder Family as an agency to drive it forward: the movement had developed its own momentum, community and global relevance.
The result
Plogga demonstrated how a simple idea, supported by the right strategy, identity and communication, could inspire real behavioural change.
Together, we transformed litter collection from something associated with obligation and negativity into an activity connected to energy, wellbeing, community and pride.
The result was not simply a campaign. It became a new word, a new behaviour and a worldwide movement that continues to make a difference today.