The home of England Rugby makes a statement about sustainability, with clever campaign that looks set to take hold.
Twickenham Stadium has debuted its ‘Define Your Legacy’ campaign, as it continues its pledge to make rugby a ‘force for good’.
In collaboration with Lyfecycle, the campaign aims to tackle issues of sustainability, specifically to do with the damages caused by plastic pollution in the sports industry.
Lyfecycle, created by British innovators Polymateria, offers a one-of-a-kind solution to prevent ocean plastic pollution through their unique self-destructing plastic technology, built into cups used by fans attending matches at Twickenham in June.
While made for recycling, Lyfecycle technology means it will self-destruct on land within two years, leaving no microplastics or toxins behind. What is left is an earth-friendly wax that becomes a part of the natural cycle of life. The new cups not only are designed to work in harmony with nature, but also are free for fans to use, which will offer quicker speed of service.
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Niall Dunne, CEO of Polymateria, said: “Polymateria’s mission is to stop plastic on land before it reaches the oceans. Through visionary partners like Twickenham, our Lyfecycle time-controlled self-destructing cups show how recycling and biodegradation can work together, something previously not thought possible. To prove this, we’ll recycle cups used at Twickenham matches throughout the year and turn them into legacy items like benches and unique jewellery. On the current path, 450 million more tonnes of plastic will reach our oceans by 2040 so we must act now.”
During the Gallagher Premiership final and the England v Barbarians matches on 18th and 19th June, drinks were served to over 100,000 fans in cups featuring Lyfecycle’s self-destructing plastic technology.
After the matches, the cups were recycled through partnerships with major recyclers and community partners to create limited-edition giveaways to further spread the message about small actions we can all take to leave a positive legacy.
