RECYCLING CAMPAIGN
INTRODUCTION
The design challenge for this project consists of the identification of one or more existing recycling initiatives/companies to work with and making people aware of what they can do to make a difference. The purpose of this integrated media campaign is to create awareness among the general public to recycle more often, more willingly, and more intelligently than ever before since negative attitudes towards the habit of recycling causes people to forget how they can help.
It’s crucial to think creatively in finding ways to constantly remind the public of the benefits of recycling, so that it may become part of their lifestyle.
CLIENT
WastePlan is an existing business in South Africa that takes care of community waste. With over 400 sites across South Africa, their teams provide recycling and waste management in services such as health care providers, food and beverage industry, universities, shopping centers ect. Their main focus centers around the responsibility of removing waste from our country for the betterment of society and the growth of the economy.
FOR WHO?
Trolley Pushers in South Africa
In big cities such as Johannesburg, there are no recycling strategies consequently leading to waste being dumped as collected, fulfilling land sites. Throughout urban cities there are informal workers known as the trolley pushers who depend on waste collections as their main income. These workers collect waste, sorting them into required categories and dropping them off at buy-back stations where they trade their items. With no spaces and very little tolerance from the residents and drivers, these trolley pushers sleep amongst their collection of waste and travel far in the very early hours. With storage being a problem, they’re forced to sell their goods as soon as they collect them.
The current logo for my chosen Business (Wasteplan) needs to be redone since the visual design of the aesthetics does not match my tone of voice. For the campaign logo the design should fit into the main logo of Wasteplan in a manner that it can also stand on its own. These two logo’s need to form unity together and separately.
The use of instore merchandising is designed to create awareness by the shoppers and also encourage them to interact with the campaign as well as keeping in mind what they can do to help
AUDIENCE
A majority of household members and members of the society can be seen as the potential target audience since they’re the main source of waste dumpers. As household waste serves as the foremost location for trolley pushers to collect waste, this can be distributed as the perfect target audience.
PROBLEM
The specific problem comes to the forefront that, sorting and storing facilities among these workers is unavailable. Without sorting facilities, it takes them longer to finally sell these items which means they need storage that is not available and then leads to their collected waste being stolen. It’s crucial for households to recycle and sort their waste beforehand in order to help these traders.
Pick ‘n Pay serves as one of the most popular grocery stores among South Africans and therefore it will be smart to make use of their social media platforms for promotion. With this approach the message will reach a bigger, more specific audience to complete their goal. These posts form a connection with the in store packaging of the bags and therefore create awareness both ways. This approach will also make the packaging more recognizable when first seen on Facebook.
STRATEGIC CONCEPT
In our modern society, everyday working people are comfortable with their lifestyles, unaware of the informal workers taking responsibility for their trash as the collecting and sorting of waste serve as their bread and butter. To take this a step further, a comparison between everyday working class people and waste pickers will create reality checks for home owners as well as highlight the consequences of not sorting your waste before collection. The concept is to compare these contrasting lifestyles with each other by the use of food idioms to create reality checks as well as awareness. Since one’s hands are capable of several features including making visible changes in sorting their waste,
hand idioms serve as the call to action.
In order to help these waste pickers, Helping Hands ensures their collection to be easier by providing them with separated coloured waste bags. By designing three different coloured bags, their process of collecting is made easier and faster.
CAMPAIGN ROLL
For the campaign rollout plan, the campaign goals will were reached through creating awareness and interest which leads to the action being taken and finally rewarded. To make this a reality, it’s necessary for WastePlan to collaborate with Pick ’n Pay as they perform as a hotspot for the specific target audience and guarantee booming results by being mindful of the communication goal. Social media along with in store posters will be designed to create emotional reactions by the viewers which feed into the informational social media posts (Facebook). These informational media formats create interest by gaining their knowledge about the environmental issue as well as easy ways to recycle without inconvenience. To add on the awareness it’s necessary to also inform individuals outside the store about this campaign, therefore a magazine cover and billboard poster will be designed. To keep this campaign sustainable the advice given needs to be simple and memorable to ensure consistent participation. To finally round off the goal of this campaign rollout, both parties (waste pickers and working individuals) need to be rewarded and acknowledged for their efforts.
To complete this successfully, residents are given the option to purchase garbage bags designed for these waste pickers to easily recognize the colors and make their lives easier, to reward the other party which is the residents, they are given a discount voucher when purchasing three or more of these sorting bags.
To reward all residents for their help, the system of buying and saving is brought into action. This technique serves recognition for both parties thanking them for their help. A discount voucher takes the appreciation a step further by offering them discount cards for anytime use.
