At Free Range, we believe storytelling is one of the most powerful tools for change. Whether we're working with global nonprofits or innovative startups, our goal is the same: spark transformation by helping people see themselves in a new story.
In this post, we’re looking at how the UN Environment’s #CleanSeas campaign uses storytelling—specifically the Hero’s Journey—to inspire people to “break up” with single-use plastics. We’ll explore how this PSA shows the power of narrative to drive behavior change.
Watch it here: UN Environment #CleanSeas PSA – Sandra’s Breakup
In this short, playful video, Sandra ends her toxic relationship—with plastic. It’s a light-hearted metaphor that reframes environmental responsibility in emotional, relatable terms. The message is clear: it’s time to break up with single-use plastics and make a pledge at cleanseas.org.
At Free Range, we often structure brand narratives using the Hero’s Journey—a time-tested framework adapted by our founder Jonah Sachs in Winning the Story Wars. This model helps brands shift from being the hero of the story to becoming the mentor—empowering audiences to take center stage in their own transformation.
The journey begins in the Ordinary World, where the audience lives with a sense that something is off. They receive a Call to Adventure—an invitation to change—but may resist at first (Refusal of the Call). A Mentor (often the brand or cause) steps in to offer guidance, tools, or inspiration. The Hero then Crosses the Threshold, entering unfamiliar territory, where they face Tests, Allies, and Enemies and Approach the Dragon’s Den—the heart of the challenge.
In The Ordeal, the Hero confronts their greatest fear or obstacle. By Seizing the Treasure, they gain new insight or empowerment. On The Road Back, they begin the return journey, often changed in ways that require Resurrection—a final transformation. Ultimately, they Return with the Boon, bringing their newfound wisdom or purpose back to the world.
This isn’t just a plot structure—it’s a map for human change. And in campaigns like #CleanSeas, it becomes a tool to move audiences from passive awareness to empowered action.
The real protagonist here isn’t Sandra—it’s the viewer.
Released on Valentine’s Day, It's not me, it's you strategically leveraged humor and romance to tackle the serious issue of plastic pollution—and the response was both wide-reaching and measurable.
This campaign’s success demonstrates that storytelling—when executed with empathy, humor, and cultural relevance—can move people from passive viewers to active participants in change.
Stories like this change behavior because they don’t just present facts—they offer transformation.
They make the viewer feel like part of something bigger and show them exactly how to begin. When organizations play the Mentor—rather than the Hero—they empower their audiences to act.
#CleanSeas is a strong example of story-driven advocacy. It works because it:
That’s what we believe great storytelling should do: invite people to imagine a better future—and give them the tools to get there.
Want to create narrative campaigns that drive real impact? That’s where we come in. Let’s reimagine what’s possible—together.