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The ocean plastic problem is not a new one – and that’s a significant part of the challenge. WWF Germany needed to find a new spin on an old problem that could generate widespread attention and action. To highlight that the ocean plastic problem goes deep, it named a new deep-sea species after the plastic found inside its body - Eurythenes plasticus. The integrated campaign created history by making Eurythenes plasticus officially part of the planet’s taxonomic record – resulting in international news headlines and over 120k petition signatures asking to put an end to marine plastic pollution.