The program was themed “Progressive Circulation #ifollow” containing series of events through industry-academia-government collaboration, coupled with the joint advocacy of spokespeople and professionals. The press conference “Plastic Free as New Fashion #ifollow” in June signified the kickoff of an array of public relation campaigns. Leading department stores have also been included to demonstrate that the central government took initiatives and worked with the local and enterprises. Furthermore, the program aimed to show the result of non-plastic promotion, and announce the enforcement of the new policy that limits the use of disposable plastic straws when consumers eat in. Then, August marked the official start of KOL social media marketing for “Plastic Free as Challenge #ifollow” that invited people across the country to join. Following the Internet activity came the cooperation with 2019 Taiwan Innotech Expo where focuses were laid on the circulation and reuse of material flow to present the result of pushing forward circular economy. Each campaign was carried out to strengthen the influence of online media, continue the voice, provoke responses, and increase the benefit of policy promotion. In addition, to cut into the chase of “circular economy”, Taiwan Formosa TV marketing group thought upon Digital-First, a brand new model, launching its marketing strategy on online media in cooperation with spokespeople, influencers, live stream, and propaganda. They also broadened the communication with an aid of traditional media, such as electric and print advertising, to heighten the profile of the issue, making the promotion of circular economy more down to earth. In addition, the program took advantage of Circular Economy Week and Taiwan-EU Overseas Exchange, and incorporated the promotional materials so as to maximize the performance of implementation, and add color and benefits to the exchange of opinions on circular economy at home and abroad.

Waste, circular economy, marketing