A campaign was launched last year (2016) to establish the concepts of soil and
groundwater conservation in elementary and junior high school students in order to take an
action in environmental protection. The execution adopts creative strategies such as
“Campus Environment Education and Promotion”, “Environment Education Seminar”, and
“Local Feature Promotion” to uphold to the concept of “soil and groundwater conservation”
from the Soil and Groundwater Pollution Remediation Fund Management Board. The
foundation of such philosophy helps school children and land owners relate to these issues in
life with more substantial meaning given to the term, “soil and groundwater.”
This year we have commissioned Tse Yueh Advertising and Marketing Co., Ltd.
(hereinafter referred to as “Tse Yueh Advertising”) to continue “The Promotion Project for
Land Quality”. This project initially started with the theme in 2017 “Care for the Land” from
the Executive Yuan Environmental Administration (hereinafter referred to as “EPA”) as the
core of promotion, where the public had the opportunity to get involved with the land
personally and perceive the soil and groundwater as the origin of all lives through experience.
Moreover, the public understood that the conservation of soil and groundwater was the
essence of a beautiful life. It was projected that the public would voluntarily pay attention to
soil and groundwater issues and work together with the government to protect the health of
land, in addition to remember the initial intent in caring for the land. The marketing strategies
feature innovative and experienced-based environmental education through “Soil and Water
Ecology Camp,” environmental education and art integrated “Strategic Alliance of Art
Performances” and the “Local Feature Events” encountering with the public directly. The
application of experience-based, diverse and creative marketing strategies continued the
promotion strength from the past and would accumulate more power for the future.
All projects commissioned have been completed and met the objectives of expected
benefits for this project prior to the preparation of this report. We have planned a series of
projects in conformity with the requirement of the Executive Yuan Environmental
Administration (hereinafter referred to as “EPA”) this year. This year, we have designed and
executed strategic alliance of art performances through the collaboration with the
internationally renowned “Cloud Gate” to fortify the effects of strategic alliance. The
integration of environmental education and art education, adopting interdisciplinary
cooperation, would extend the benefits of environmental education on campus. Tse Yueh
Advertising called for the paper on “The Health of Land Originates from Good Quality of
Soil and Groundwater” prior to the premiere of “About the Island.” The campaign has
successfully created topics and the opportunities for the targets to involve in soil and water
issues, encouraging students to voluntarily collect materials for the papers and learn moreabout soil and groundwater before the event. “About the Island” was performed on 12/7 (National Taichung Theater) and 12/21 (Chiayi Performing Art Center) with over 2,156 participants. Participating students learned the importance of environmental protection through the visual effect brought by the performance and the description regarding the soil and water issues embedded in the dance, as provided by Mr. Lin, Hwai-Min. “Soil and Water Ecology Experience Camp” was designed and completed on 11/18 at Toucheng Leisure Farm in Yilan, educating the public to profoundly experience the importance of soil and groundwater through innovative and experience-based environmental education. Tse Yueh Advertising on the other hand designed a new soil and water imagery by planting the characters, “soil” and “water,” in the middle of the rice field, adding a spotlight to the event. Furthermore, mascots were set up in the activity levels for the participants to take pictures and boost the width of promotion. The Soil and Groundwater Pollution Remediation Fund Management Board has finished the production for the film on soil and groundwater pollution and remediation, which the Board could use for the international exchange and playing in related promotional campaigns. The videos would help the audience learn about issues related to soil and ground water through efficient and systematic approach, acquainting with the missions and tasks of Soil and Groundwater Pollution Remediation Fund Management Board, and thereby conveying the significance of soil and water, actions taken by the government, as well educating the public to take initiative in protecting soil and ground water. “Local Feature Events” were scheduled for Wanggong Fishing Boat Lights Festival in Changhua between 8/5 and 9/6, where more than 1,000 persons participated. Besides, interaction with fans via Facebook has added 367 likes and created an online promotional effect with 3,444 views. TV, radio, digital public charity broadcasting, Yahoo online ads and other items have been designed in the overall media marketing campaign. With regards to public charity broadcasting on TV, the promotional short-film has been exposed 291 times between 10/1 and 10/31, generating a nationwide exposure of 14,801,549 viewers. Broadcasting on TV had widely propagated the issues. A 30-second radio commercial was completed and scheduled for broadcasting from 9/25 to 10/25 on 116 radio stations and was broadcasted 1,283 times, generating an exposure of 2,110,455 listeners. With regards to LCD digital signature broadcasting, we continued to work with “Audiovisual Package” from 2016 to broadcast the message in train stations and highway service areas from 11/1 to 11/30, creating an exposure of 468,600 persons. In coordination with the annual event, “2017 Environmental Protection Technology Exhibition*CIEnvE Annual Conference,” held by EPA, Yahoo online ads posted the event information and generated 2,550 clicks. Moreover, the Facebook page has made 166 posts related to “soil and groundwater” and held 9 online events, creating 78,529 visits in terms of online promotion effect with the accomplishment of reaching out to 18,000 fans. We have completed the production of all “promotional materials”with distributed in the events. We also finished the “others-color books printing and mailing” in addition to collecting receipts from 500 elementary schools. Moreover, the “soil and groundwater profession consultants” have completed the documentary script for the establishment of Soil and Groundwater Pollution Remediation Fund Management Board and the review on the soil and water ecological education experience camp to ensure the accuracy of the content for future promotion events. In sum, we have achieved the promotional results and goals set up for the year.
