The annual campaign strategy and creative marketing plan for the Project is based on waste management policy. The requirements of the Department of Waste Management (including events, meetings and promotional materials) were collected. In response to key policies (e.g. sustainable materials management including 6R policy, cradle-to-cradle, urban mining, urban oilfield, I2SO5 and original resource minimization) and to strengthen planning of campaign strategy, experts, academicians, and public relations and policy promotion consultants, from related fields were actively invited to a “Policy Promotion Expert Consultation Meeting”.
As the aim of the Project is to help in policy campaign for the Department of Waste Management, three strategies were determined:
The first strategy was to link up key campaign activities for overall planning in order to improve execution efficiency and campaign effectiveness. At the start of the year, an important survey was conducted and two large-scared campaign events were held.
The second strategy was the focus on key policies, utilizing various campaign resources for promotion, achieving constant reminder and diverse awareness. To assist in the “sustainable materials management, cradle-to-cradle, I2SO5, urban mining and urban oilfield” policies, four newspaper ads and four campaign posters were produced. Assistance was also provided to print both Chinese and English promotion booklet. An animation film “The Endless Use of Materials” was also made in order to campaign the current sustainable materials management policy, effectively promoting the foresighted policies.
The third strategy was the implementation of policy promotion, utilizing resources to support various efforts by the Department of Waste Management, improving the effectiveness of waste management. The Project organized one press conference, assisted in organizing four press conferences, and coordinated with events, press conferences, expert meetings and seminars. Videos were produced and a five-minute clip was edited as materials for making policy campaign film in the future. Furthermore, the Project includes maintenance and upgrading of waste management website, establishment of KPI (Key Performance Indicator) for project objectives, and assistance in planning campaign activities for waste management, data compilation, request for broadcasting of campaign film, answering the public’s questions, and handling sudden or urgent issues raised by the media.
