The potential contribution of bloggers to change lifestyle and reduce plastic use and pollution: A small data approach

Awareness raising and public engagement are key steps towards the reduction of demand, use and pollution related to plastic in everyday life. However, people not already active in this respect, nor seeking information about, may remain excluded from the main information flow. We therefore involved a professional blogger-posting on family lifestyle and travel with children- in the preparation of six thematic posts, each one dealing with a specific plastic-related topic. Given the size and the target of the initiative, results were considered in a small data approach: social-media parameters such as reaches and engagements overall aligned with blog followers' expected response in terms of engagement rates. However, high fluctuations were recorded, depending on the post topic. Such potential to reach blog readers and to highlight gaps at fine scale is encouraging the collaborations of professional bloggers with thematic campaigns, developed together with specialists of the topics considered.