An estimated 500 million plastic straws are used daily in the United States alone. Plastic is one of the biggest enemies of the environment-nonbiodegradable and prone to collecting in water bodies including the seas, thereby posing a hazard to marine life. Plastic straws are also typically manufactured from raw materials that are derived from the crude oil refining process, which has its own negative environmental impact. Against this sobering backdrop, YesStraws aims to make a difference (see https://yesstraws.com/pages/brand-story). Under the tagline of "Guilt-free slurping," the company makes biodegradable straws from 100 percent natural materials-wheat and cane stems- with no harmful chemicals involved in manufacturing. YesStraws has even pioneered its own manufacturing processes to clean and sterilize the stems. The company has partnered with Hilton hotels and drink maker Pernod Ricard to popularize its products and broadcast its message.

Although plastic is a huge environmental problem, YesStraws can make but a minor overall impact even if successful. Therefore, customers often view such corporate initiatives with skepticism. How can YesStraws design an effective ad campaign that comes off as genuine and inspired?