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just* campaign launch, Sydney © Leo Burnett / WWF-Aus

just* campaign launch, Sydney © Leo Burnett / WWF-Aus

It’s just* so simple

01 Apr 2015

  • sustainable living
  • climate change

With a goal to create a cleaner more sustainable future, WWF-Australia today announced a new environmental initiative - just, to show how simple it is to make small changes that help make a difference for the planet – ‘just’ by replacing wastefully-packaged household products we use every day with simple and natural alternatives.
Created with all natural ingredients and packaged in earth-friendly, recyclable and biodegradable materials, WWF’s just range of nine, natural household alternatives is about more than products or brands, just is about sparking a change in mindset that can help make a real difference for the planet. 
The just campaign is a response to WWF’s Living Planet Report 2014, which highlights the toll our lifestyles are having on the natural world. The report reveals that humanity’s demand on the planet is now more than 50 per cent greater than what nature can renew. It also shows that Australia has one of the world’s largest ecological footprints per capita. According to the report, if the rest of the world lived like we do in Australia, we would need the regenerative capacity of 3.6 Earths to sustain our current demands on nature.
The simple but ingenious just range includes environmentally friendly solutions for everyday household products including; cinnamon for mouthwash, orange peel for insect repellent, oats for skincare, lemons for glass cleaner and even banana peel for shoe polish.
The limited run line will be distributed at just branded stalls at local markets around Sydney throughout April. The cost? A simple social currency exchange – people can pick up just in return for sharing their experience on social media and using the hashtag #JustNatural to encourage more people to make small changes that can help create a cleaner and more sustainable future.
Dermot O’Gorman, CEO WWF-Australia, said: “The just initiative has been created to show there are simple and natural alternatives to many of the highly packaged goods people buy and use every day.
“Through the just campaign, we hope to highlight how a few small changes, done by many, can help reduce our ecological footprint. It’s a way for people to think about where their products come from, how they are made and the impact they have on the planet. We want to encourage people to change the way they think and consider the environmental impact of their everyday choices.”
For more information and ‘how to’ demonstrations, please visit,