“Drop your own”Awareness raising campaign for the

propagation of selective waste collection in

Hungary

DROP YOUR OWN - THE LOGO

WHY?• Quantity of waste, especially the packing

waste is continuously growing • Active cooperation of the average people,

the government and the municipalities is necessary to stop the tendency

• Awareness raising: take responsibility for your environment (state gives the infrastructure,citizen should live with the possibility

WHAT?

• “Waste Revolution” -a revolution against waste. professional background work (administrative judiciary tasks, etc.) an intensive awareness-raising campaign to reach citizens in a new, revolutionary way: direct, no bureaucracy

• An umbrella communication that unites the messages, the most actual and most pressing topics of the Ministry under its logo and slogan using the below described communication tools

• Topics: selective waste collection of packing waste, medicine, electronic waste, batteries, and the image-building of EU investments.

• Target groups: adults, between 18-39, with higher level degrees (college, university), who are living in bigger towns and whose financial status is better than the average

WHAT? Communication tools

7 TV spots 30-35 seconds, 4 packing material (plastic, paper, glass, metal (tin)), 1electronic and electrical waste. 1 battery and accumulator 1 medicine

Microsite (www.kvvm.hu/szelektiv)• relevant information, technical and professional background information on waste

management.

Two remarkable banners “mini factory” demonstrate the procedure of plastic recycling. a link to the prize game (educating, entertaining game about selective waste collection)

POS tools specific shops (electronic shops, pharmacies), waste collection spots, stickers,

OBJECTIVESEnvironmental protection objectives• increase the number of participants taking active part in

selective waste collection• in the field of electronic waste collection the aim is to rise the

amount rate of gathered and recycled electronic waste for 3kg per person in 2006

• the medicine accumulated at homes should be gathered and made harmless through the pharmacy system

Communication objectives• familiarization of the importance of selective waste

management in a wide range of the population• making the regulation clear concerning different type of waste

management (electronic, medicine, batteries)• strengthening the image of the Ministry

DROP YOUR OWN!One slogan, one logo unites the messageThe slogan will be adapted in further

campaignsMessage: • You can always add sg. to everybody’s

success• We made the 1st step, you should do the

next

WHEN?• Campaign was running in 3 different

period

• 1st: before Christmas till the end of January (4 spots-high season for extra waste production

• 2nd block as a reminding period (5 spots)in April

• 3rd: september (7 spots)

FEEDBACKDirect • Customer service received hundreds of

emails and letters from the citizens (+ and – comments, helping our future work)

• Companies of the waste management field have also marked that the messages of the campaign was creative, remarkable and cooperation purpose was signed

Indirect : survey

Survey results obtained

• Before and after the campaign a survey was carried out• before more than 57% of the population said that they

have knowledge about the opportunities of selective waste management but do not use

• After: this data reduced to 21% as a result of the campaign

• The spreading of information and messages is also successful

• Before: 45% of the questioned people did not know how many people can use the selective waste spots

• After: there is a reduction to 29%. • According to media poll, the TV spots reached 83,1% of

the target group.• During the campaign there were more than 42.067.104

download from the microsite and banners.

THE END

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