Zero Waste in Uni
ZERO WASTE IN UNI
BACK
GROUND
Client:
Vietnam Zero Waste Alliance is a network of people who share the same vision of applying zero waste practices to better manage waste, reduce plastics, save natural resources, and protect the environment of Vietnam.
Project:
Our current project is for Vietnam Zero Waste Alliance with the purpose of effectively developing a two months communication plan that increases the awareness of the Vietnam Zero Waste Alliance and has youngsters fully understand the concept of Zero Waste and its practices.
Our communication strategy aims to build Vietnam Zero Waste Alliance’s reputation on social media and on university campuses by focusing on the theme color and logo recognition; then increase the number of university students being aware of Zero Waste practices.
PROBLEM STATEMENT
A lack of Vietnam Zero Waste Alliance’s awareness
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Facebook fanpage: 1400 followers.
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Low interaction: around 10 likes and comments per post.
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Low engagement on the Facebook page.
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Very few people mention VZWA online and offline.
A lack of Zero Waste practices
One of Vietnam Zero Waste Alliance’s missions is to encourage Zero Waste practices. However, many Vietnamese people are not aware of Zero Waste lifestyle.
CREATIVE CONCEPT
Big Idea:
It's never too late to follow the Zero Waste trend
Zero Waste movement is taking the lead by becoming one of the global trends. We, Vietnam Zero Waste Alliance, together with Vietnamese youngsters, is going to catch up with them.
CAMPAIGN STORY
Understanding that Vietnamese university students have both not heard of Vietnam Zero Waste Alliance and the “real definition of” Zero Waste lifestyle, The A5’s mission was to successfully deliver these “terms” to the audience in the most friendly way to them.
This campaign was mostly online, based on the young generation's habit of using social media that affects their real-life experience. Our project aims to create the motivation for them to change “the situation” within 3 phases: think, feel and do.
LET 'S THINK
First, to raise the awareness of the Zero Waste lifestyle, and to help the audience think about Vietnam Zero Waste Alliance. In this stage, we would love to introduce to the students the Zero Waste lifestyle and Vietnam Zero Waste Alliance through the idea of having them foreseen the impact of plastic, and making the new lifestyle the solution for it through different, engaging visual materials and content such as the combination of posters, videos and daily posts.
LET 'S FEEL
Secondly, from that, forming the motivation and the urge to follow this lifestyle. By understanding the meaning of the Zero Waste lifestyle, Vietnam Zero Waste Alliance in particular, and how they will help the better future, they will be enlightened and motivated to join us by entering the exhibition and joining the event.
LET 'S DO
Finally, sharing the new lifestyle to their social circles for a better and greener future. As a result of being so motivated to change the behavior, the students will show their act on the new lifestyles and share with their friends through their favorite platforms.
OBJECTIVES
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To increase 40% of TA awareness of Vietnam Zero Waste Alliance by the end of this campaign.
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To increase 50% of TA awareness of Zero Waste practices by the end of this campaign.
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To increase 30% of TA engagement on Vietnam Zero Waste Alliance Facebook fan page by the end of this campaign.
Note: This project has not been implemented yet. The day the campaign is launched will be set by the client later.