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On his return he founded an organisation, Adventure Ecology, intended to use expeditions to get schoolchildren interested and actively involved in environmental issues. The Arctic global warming expedition was the first. Crossing the Pacific in a recycled-plastic boat will be the second.
He decided to name the boat Plastiki, in homage to Kon-Tiki, the raft of balsa logs and hemp ropes in which Thor Heyerdahl sailed across the Pacific in 1947. He recruited designers, a public relations team and corporate sponsors, including Hewlett-Packard and the Inter¬national Watch Company. He won't say how much it is costing or how much of his own money is going into it, only that it is more than he would like and less than it could be.
Jo Royle, the renowed British yachtswoman, has signed on as skipper, and two of Thor Heyerdahl's grandchildren have agreed to join the crew. And through Adventure Ecology, de Rothschild has launched a competition called SMART, inviting individuals and organisations from science, marketing, art and industrial design research and technology to present tangible solutions to the problems of plastic waste, and offering grants and publicity to the winners.
In general terms, it is already clear what we need to do about plastic. Since it is made from oil, which will run out in our lifetimes and get more expensive as it does, we have to start re-using plastic and designing it for re-use. At present only a few of our many hundred plastics can simply be melted down and moulded into something else; the rest are cross-contaminated with other chemicals and types of plastic. But the billion- dollar plastic industry is tooled for virgin plastic and resistant to change.
Charles Moore gives talks to plastic industry executives whenever he can and finds very little interest in recycling, because it's the least profitable sector of the industry. 'A lot of companies and product designers and marketing people don't like recycled plastic either,' de Rothschild says, 'You can't dye it with those bright, attention-grabbing colours.'