United States – In November 2019, the “Fight Forever Chemicals” campaign was launched by Participant alongside the narrative film Dark Waters to draw the attention of consumers, brands and governments to the modern-day implications of the quiet proliferation of dangerous PFAS, or “forever chemicals.” Participant combined the power of a good story well told with real world impact and awareness around today’s most vital issues and for this campaign the overarching goal was to accelerate the passage of policies that would restrict the use of forever chemicals in the United States and Europe. The Fight Forever Chemicals Campaign had two supporting objectives: (1) to strengthen the movement of advocates holding the government and industry accountable for proliferating forever chemicals, and (2) to raise public and political consciousness of the modern dangers of forever chemicals.
Forever chemicals, also known as PFAS, are a family of per- and polyfluorinated chemicals that create the nonstick, stain-resistant, and waterproof products we use in our daily lives. They are bio-persistent, meaning they do not break down in the environment and build up in humans and animals over time. They are in the blood of 99% of humans.
Against the backdrop of insufficient regulation, minimal awareness of the dangers of forever chemicals, and activist fatigue, the Dark Waters campaign raised the public profile of this threat and supported the movement of activists demanding stronger environmental health protections. Together with partners in 21 states, policymakers, activists, and filmmakers the campaign effectively helped bring forever chemicals from the margins to the mainstream. Since the launch of the campaign, there has been more action on forever chemicals than any other period in history. The film and campaign helped influence at least 14 pieces of legislation in the US, including important measures to clean up, mitigate, study, and ban PFAS. In Europe, the EU announced a total phase out and ban of PFAS as a class. 43 multinational companies pledged to go PFAS-free, and 3M announced that it would stop producing forever chemicals. In the six months after the film’s release, there was a 62% increase in mentions of the term “forever chemicals” and in 2023, the term was officially added to Dictionary.com.
