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They Won’t Stay Dead, Don’t Throw Them Away, Recycle them Instead!
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Contents
INTRODUCTION
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First released posters
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Videos
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Radio Broadcast
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Second released posters 16-19 Spooky surprise
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SOCIAL MEDIA
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POSTERS IN SIUT
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First released posters What? The first poster features the face of a woman in her early twenties. She represents the youth target market, those living in shared houses, part time studying, part time working. The woman in the poster is screaming. The headline is ‘Lightbulbs won’t stay dead’, paired with the sub header, ‘Don’t throw them away, recycle instead’. Cracked glass appears smashed into the image. Then, there’s the call of action. It asks the responder to check out a link to the video titled, ‘The Fable of the Flickering Light’. Next in the series is a poster featuring a 35 year old Asian man, screaming. He has been chosen to spark interest in the sizable amount of people in our target market, speaking English as a second language. The headline in the poster is, ‘Batteries won’t
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stay dead’, paired with the sub heading, ‘Don’t throw them away, recycle instead’. Slime leaks into the image. The call of action directs the responder to a video titled, ‘The Haunting of HHW’. Last, but not least, in this sequence of ‘teaser’ posters, is one featuring a forty year old woman. She will appeal to families and individuals at the older end of the target market. The headline in the poster is ‘Mobile phones won’t stay dead’, with the subtext reading, ‘Don’t throw them away, recycle instead’. Smoke mists over the image, and there’s a link to a video titled, ‘A True Kitchen Nightmare’.
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Why?
Where?
Hands down, the hero elements of this campaign are the three videos, described later in the booklet. The posters (featuring the face of each protagonist from the films) would be released on the same date as the films. They tease the responder with a clear message portrayed in a playful, unique light, to check out the YouTube link it advertises.
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Central bus shelter
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Kings Cross bus shelter
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Newtown bus shelter
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Erskineville bus shelter
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Town Hall Station bus shelter
How? The posters are designed by the E-Takers. They have been printed at ‘Eco-Digital’, a Sydney based ‘green’ printing house, using recycled paper in 80 GSM (the thinnest available stock). They have been designed in the special 3 x 6 JC Decaux dimensions, to be posted at the bus shelters near each of the drop off stations.
First release poster 1
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First release poster 2
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First release poster 3
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Videos Why?
How?
The goal is for each video to reach one million views in 90 days. They are designed to represent an ‘everyman/woman’ from each of the aforementioned demographics. The videos are filmed in real City of Sydney homes, featuring local talent.
But how do you make these videos become viral? Well, there are the posters in bus shelters directing respondents to watch them on YouTube.
Each video drives home the key message of the campaign; that hazardous waste does not stay dead. The idea of hazardous waste items coming back to haunt the person who has thrown it away, is brought to life through these films. The final frame in each video offers the viewer this; ‘Drop off your hazardous waste at your local bin, and you might receive a little surprise. Speaking in marketing lingo, a video going viral is like reaching the top of Mount Everest: the goal, the absolute peak! Viral videos are usually quirky, truthful and funny. They are shared by people via social media sites like Facebook and Twitter, or even email. These videos will encourage respondents to share publically in their status, with the hope of their status reaching a vast amount of people in a short amount of time. Since they would be released over three days.
Press releases, containing the videos, would be sent to key Australian social news sites such as Pedestrian TV and Buzzfeed. Key environmental groups such as The Wilderness Society and The Conservation Society would be sent links to the video, with individuals being asked to share the link on their own social media page, asking those who watch it to share it also. City of Sydney Council members share the page through their personal social networks.
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Video 1 A TRUE KITCHEN NIGHTMARE Target Audience: Families Medium: Social Media (Facebook)
Have you ever seen a film called ‘Psycho’? Even if you haven’t, you’d be aware of the famous ‘shower’ scene, where the actress is stabbed, and screams. Fake blood flies everywhere. ‘The Fable of the Flickering Light’ features a local actress taking a shower in a Redfern home. If it’s anything like Psycho, then you’ll want to watch it! It’s in this pack for your perusal.
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Video 2 THE HAUNTING OF H.H W Target Audience: English as a second language COS Residents Medium: Social Media (Facebook) This film features a man in his Surry Hills home. He throws away batteries, and then they appear beside him because they are haunting him for not recycling properly. It is called ‘The Haunting of HHW’.
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Video 3 THE FABLE OF THE FLICKERING LIGHT Target Audience: 18-25 year old urbanites Medium: Social Media (Facebook) The third film is about a mobile phone that is thrown in the normal garbage. There’s a spooky tale on the internet where a woman’s mobile phone rings, although the battery is dead. The voice on the phone is her dead grandmother. This spooky tale was considered when creating the film.
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Radio Broadcast
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Why?
How?
A radio broadcast is an economical way to reach people driving to and from work. Radio advertisements can be scarily effective if they stand out from the typical ‘selling’ advertisements. This radio broadcast implores people to make a visit to their local hazardous waste drop-off station. There’s a hint at the conclusion about a reward for those who help send their unwanted goods to their own version of Utopia, Mecca or Heaven.
The broadcast is released on Day One of the campaign, at the same time as the first release posters.
What? The broadcast is 30 seconds long, told in the voice of a ghost. It personifies the dangerous poisons inside hazardous waste. People’s attention is caught also, because of the tongue-in-cheek spooky sound effects. It would be played on community stations such as FBI, Kiss FM and TodayFM.
Transcript: ”I could introduce myself properly, but it’s not really necessary. You will know me soon enough, depending on a diverse range of variables. I am the mercury from the light bulb which landed in your wastepaper basket, seeping into your soil. I am the Cadmium from your old mobile phone, which crept into your trash, ascending into the atmosphere. I am the lead from that dead battery which you dumped in your bin, wasting away in your waterways. I am Hazardous Household Waste and will haunt you forever. Stop the spooking and recycle your toxic items at your local library. Get in quick for your spooky surprise!”
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second released posters Why?
How?
These posters shout out the call of action of this campaign, to the public. The call of action declares that people ‘Stop The Spooking’, and reinforces the key message, that toxins in batteries, lightbulbs and phones, will not stay dead.
They will be printed on ’A’ sized paper, and should be hung in places where there is a high volume of pedestrian traffic. Whatever the budget would allow for, would determine where they might find themselves.
What? The second release of posters hits the streets after people may have watched the YouTube video, and might be aware of the campaign. They also work to reach those who have not, and will not, watch the videos.
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Second release poster 1
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Second release poster 2
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Second release poster 3
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Spooky Surprise Why?
How?
I’ll spoil the ending of the Sixth Sense now. Bruce Willis is a ghost. Luckily, you’ve watched it anyway, right? Some of us enjoy a good horror flick simply for that amazing twist at the end, or the ‘sting in the tail’.
After pressing the button on the promo bin, it spits out a ticket with a facebook link for them to receive two tickets via mail. The microsite then offers the user a unique code for them to print out or simply take a screenshot of. The ticket allows access to an event held exclusively for those who have recycled their hazardous waste. The event is a movie screening at Centennial Park, showing the classic film, ‘The Shining’.
What? For those lovely citizens who drop their hazardous waste at the bins, there will be a surprise waiting for them at the press of a button on the bin. For the first month of a campaign, promotional bins are erected in place of the existing ones. The promotional bins give patrons access to their surprise ticket. After the first month, branded bins with no surprise replace the promotional ones.
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Ticket and bins
MESSAGE TO RECEIVE TICKETS TO A PRIVATE SCREENING OF ‘THE SHINNING’ AT CENTENNIAL PARK Go to our facebook page facebook.com/stopthespooking and private message your code and home address to receive two tickets in the mail.
CODE : 396
YOU HAVE STOPPED THE SPOOKING!
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social media It is a hub where conversations start. A Facebook page is created by the City of Sydney Council with the help of the E-Takers, to share the digital media created for this campaign. It is for the City of Sydney Council to share videos and information with it’s target audience. A YouTube page was created to spread the message to an even broader audience.
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Facebook page and YouTube page in situ
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Release 1 Poster in situ
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Release 2 Poster in situ
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E-Takers about us The team behind this campaign named themselves the E-Takers when they formed a group for this project. They are known to go rather wild when the sun goes down! They’re the kind of girls who keep an open mind about topics such as, The Supernatural. They’re an energetic female foursome with fierce ideas and a penchant for word puns. But, even after a big night on the town, they always make time to take their hazardous waste to their local recycling station. Taking care of others is important to them.
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