None

The assessment of the campaigns is based on my interpretation of the information provided in the reports. Here are some key points from each report:1. Plastic Free July: * The campaign was specific about what customers needed to do, including dates. * The use of the word 'proud' in some signage and social media posts taps into positive emotions. * Charging customers automatically for reusable bags acts like a fee, rather than an incentive. * Backtracking on the commitment after initial backlash can reinforce an unfortunate norm.2. Your Plastic Diet: * The campaign is alarming and will likely cause some people to act with urgency. * There is literally nothing an individual can do to prevent microplastics, as they are in bottled and tap water, many foods, and in the air. * Fear can be very effective at motivating action, but it risks causing unproductive anxiety. * The action prompted on the website is advocacy, which is essential but may not satisfy the 'threat mitigation' instinct triggered by the ad.Overall, both campaigns have their strengths and weaknesses. Plastic Free July was clear about what customers needed to do, but the fee for reusable bags acted as a negative incentive. Your Plastic Diet is alarming and effective at motivating action, but it may also cause unproductive anxiety. To be truly effective, campaigns should avoid mistakes such as backtracking on commitments and focus on advocacy to drive positive change.