Pro Bono Nonprofit Feature - Plastic Reduction Project
Founder of Plastic Reduction Project, Sean Winn, touring the Texas Disposal Systems site
At Sense of Agency, we believe the most meaningful work happens when creativity meets purpose. Supporting sustainability-driven initiatives isn’t simply part of our values, it is a commitment we actively uphold through hands-on partnerships and long-term support. That commitment led us to partner pro bono with the Plastic Reduction Project, an organization founded by Sean Winn dedicated to reducing plastic production, consumption and waste through education, advocacy, and community-based action. The collaboration reflects a deeper alignment, supported by ongoing leadership involvement through Sense of Agency’s founder, Emporia Meng, who serves as a board advisor for the Plastic Reduction Project.
Plastic Reduction Project’s work is inherently complex, spanning multiple communities, chapters, and initiatives, each contributing to a broader movement for systemic change. Our goal was to help translate that impact into a clear and cohesive digital presence that builds awareness around the environmental consequences of single-use plastics while reinforcing PRP’s mission across every online touchpoint. Rather than focusing solely on visibility, we prioritized clarity, building an organized and consistent social presence that educates, highlights chapter-level efforts, and invites communities to engage with the mission.
The San Antonio chapter teaming up with HEB to cut down on single-use plastic bags
We began by conducting a comprehensive audit of Plastic Reduction Project’s social media platforms to identify gaps, inconsistencies, and opportunities for growth. From there, we refined bios, strengthened branding elements, optimized profiles, and introduced clearer visual and narrative cohesion across Instagram, Facebook, and LinkedIn. To support ongoing consistency, we developed monthly content calendars grounded in PRP’s core messaging, balancing educational storytelling with community-focused updates and insight-driven posts designed to foster engagement rather than passive scrolling.
Recognizing that each platform serves a different tone and audience, we tailored content accordingly. Platform-specific captions were written to meet audiences where they are, pairing reuse-centered insights with clear, accessible calls to action. Weekly posts were scheduled across all platforms to establish rhythm and reliability, while consistent location tagging and story sharing helped strengthen discoverability. On Plastic Reduction Project’s Instagram, we introduced a new “Updates” Highlight to ensure ongoing initiatives and recent activity remained visible and easy to navigate.
The team’s happy hour gatherings bring together people driving plastic reduction forward
Beyond content creation, we also focused on amplifying the organization’s message through intentional outreach. To broaden visibility and strengthen community connection on LinkedIn, we invited personal connections to follow Plastic Reduction Project’s page and worked with tagged partners and collaborators to encourage shared posts and co-authored content. These small but strategic actions helped extend PRP’s message without compromising its authenticity, ensuring content reached audiences already aligned with the mission.
The work behind the scenes was equally important, as we addressed account organization and brand clarity. Plastic Reduction Project’s following list was refined by removing inactive, irrelevant, or misaligned accounts. Additionally outdated or off-mission posts were archived, including legacy content related to Gotta Cup and Aldi. This cleanup ensured Plastic Reduction Project’s social presence accurately reflected the organization’s current focus and future direction, rather than past iterations.
Our team helped refine Plastic Reduction Project’s digital platforms to create a more consistent, mission-forward social media presence
Throughout the partnership, we maintained close collaboration with the organization’s team, managing approvals, refining captions through iteration, and providing guidance on engagement strategies such as poll-based interactions for future campaigns. To support Plastic Reduction Project beyond our direct involvement, we organized and shared caption banks, content plans, and post ideas that the team could continue to use and build upon.
The results reflected the power of consistency and intention. On Instagram, visibility increased by more than 320% from August to September, with October sustaining performance at over 225% higher than August levels. Profile visits remained steady, and engagement stayed consistent through regular likes, comments, and shares. LinkedIn saw similar momentum, with impressions increasing by over 300% from August to September and reaching a more than 325% increase by October. Reactions grew by over 2,400%, and the page experienced a nearly 25% increase in followers in just three months.
For organizations like the Plastic Reduction Project, digital platforms are not simply marketing tools, but are also extensions of the mission itself. Through thoughtful strategy, careful storytelling, and hands-on execution, we were able to help Plastic Reduction Project strengthen its digital foundation and amplify the work happening across its communities. Supporting sustainability-driven initiatives means showing up with intention, clarity, and care, and we’re proud to contribute to impact that reaches far beyond the screen.