waste in its place regional campaign
TRANSCRIPT
Waste in its Place Regional Campaign2018 CAMPAIGN RESULTSLarina LopezDIVISION MANAGER, CORPORATE COMMUNICATIONS
Zero Waste Committee, September 20, 2018
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Waste in its Place regional campaign
What? Regional campaign to reduce instances of abandoned waste
Why? Member driven – a costly regional issue, with environmental, health and social impacts.
When? April 9 to June 10, 2018
Who? MV multi-family dwelling residents aged 18-34
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Creative ApproachPRIMARY MESSAGEWe all know where waste doesn’t belong. Find out where it does.
CALL TO ACTIONPut waste in its place. Recycle, donate, dispose. Find out where at wasteinitsplace.ca
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Creative Approach
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Website
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Website
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Promotion - digital
1.1 million residents reached
214,000video views
1,292engagements on
social media
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Promotion – out of home
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Promotion – radio & print
Translated newsprint advertorials, including online versions
ads aired on4
ethnic radio stations
30830: second spots
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Member engagement
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Webpage performance
12,827 page views (~204 per day)• Nearly 3 minutes per visit• About 4,000 residents obtained information about municipal programs• Delivered audience to MVRecycles.org• Traffic continues, due to Google Search advertising
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Plans for 2019 campaign
• Main creative to focus on simplified icons
• Maintain customized images for members
• Extend duration of campaign, to sustain promotion
Thank you