Our Sky Zero Footprint Fund-winning TV campaign launches across the UK, supported by new research into the impact of sportswear washing.

At the centre of the campaign is the GUPPYFRIEND Washing Bag, a science-backed solution designed to reduce fibre shedding, extend garment life and capture microplastics before they enter waterways. By focusing on a simple behaviour change, the campaign aims to empower individuals to take immediate, practical action.