EPA-98-HA11-03-A133

098

8,900 千元

2009/06/12

2009/12/30

呂正閔

回收基管會

張寶璽

新視紀整合行銷傳播股份有限公司

化學物質管理

資源回收效益、環保、創意推廣

Recycling Effect 、Environmental Protection 、Imagination Promotion

周靖芳

周靖芳

02-26539292#238

chingfang@nv.com.tw

行政院環保署為推廣資源回收新附加價值，整合資源回收政策、成果與關懷環保事務，以「環保加溫 地球降溫」為主軸，規劃「回收類別 要認清」、「妥善回收 管道多」、「創意回收 再利用」、「資源再生 新價值」為四大主題，自98年7月22日至10月15日，辦理「資源回收環保創意系列活動-代言物命名、30秒影像、四格漫畫及環保天團」徵件與網路票選活動，除建置活動專屬網站，另於熱門入口網站廣告宣傳，總曝光量達34,432,780次。代言物命名活動獲投稿計527件、四格漫畫及30秒影像比賽投稿計884件，環保天團共17隊參加，經公開評審及票選作業，共84個獎項獲頒獎金新台幣60萬元。 為傳達資源回收再利用新價值，提高民眾響應環保動機與參與度，攝製「小動作 大降溫」與「美的推手」2支30秒廣告影片及3分鐘影片。已於7家電視台，共託播426檔次。「小動作 大降溫」電視託播於98年9月28日起至10月18日共215檔次，託播效益的GRP（總收視百分點）達30.30，預定觸及的目標視聽眾百分比（1+Reach）達21.4%，與平均廣告接觸次數（F.q）達1.4。「美的推手」電視託播於11月11日至11月20日，託播共211檔次，GRP（總收視百分點）達30.48，預定觸及的目標視聽眾（1+Reach）達19.3%，與平均廣告接觸次數（F.q）達1.6。 本活動搭配多元媒體傳達環保政策及活動訊息，以12則電視新聞報導、設計4款環保政策與活動海報，及29則報章雜誌刊登等，另藉由專業攝影及展示盒陳列規劃，提升民眾對回收再利用認知、促進資源回收工作發展，行銷國內整體資源回收成果。

資源回收效益、環保、創意推廣

EPA98HA1103A133.DOC.rar

78MB

2010/4/1 上午 12:00:00

In order to promote the new added value of resource recycling, integrate the policies and results of resource recycling, and care about environmental-protection affairs, the Environmental Protection Administration, Executive Yuan, conducted the “Series of Creative Activities for Resource Recycling and Environmental Protection— Denomination for the Representative Mascot, 30-second Video Clips, Four-frame Cartoon, and Outstanding Environmental-protection Groups” campaign, soliciting works and online voting, based on the main theme “Environmental Protection Warms Up, the Earth Cools Down” and four designated topics: “Clarifying Recycling Categories, ” “Diversifying Recycling Channels,” “Recycling & Reusing Creatively,” and “Regenerating Resources, Adding New Values,” from Jul. 22, to Oct. 15, 2009. In addition to the establishment of specific website for this activity, advertising propaganda was also made at major portals, and the total volume of our activities’ exposure was hit to 34,432,780 times. We received 527 pieces of works for the “Denomination for the Representative Mascot,” 884 pieces for the “Four-frame Cartoons” and “30-second Video Clips,” and 17 participating teams in total for the “Outstanding Environmental-protection Groups.” After open review and voting procedures, 84 prizes and NTD 600,000 money rewards were given away. In order to spread the new value of resource recycling and reuse, and to enhance the public’s motivation and participation in responding to environmental protection, we shot “A Small Action Leads to Great Cooling Down” and “the Beautiful Push Hand,” two advertising footages that were 30 seconds and 3 minutes in length respectively, and they were already broadcasted at seven TV stations for 426 times. The “A Small Action Leads to Great Cooling Down” was broadcasted 215 times from Sep. 28 to Oct. 18, 2009 and its GRP (Gross Rating Point) reached 30.30; the percentage of the target audience anticipated to be reached (1+Reach) amounted to 21.4%; the average frequency of advertisement contact (F.q) amounted to 1.4. “The Beautiful Push Hand” was scheduled to broadcast for 211 times from Nov. 11 to Nov. 20; the estimated GRP (Gross Rating Point) is set at 30.48; the percentage of the target audience anticipated to be reached (1+Reach) is set at 19.3%, and the average frequency of advertisement contact (F.q) is set at 1.6. Combined with multi-media tools, this campaign intends to spread our agency’s environmental-protection policies and activity information: 12 TV news reports, 4 types of poster designs for environmental-protection policies and activities, 29 articles published in newspapers and magazines, etc. Besides, we also intend to enhance the public’s understanding about recycling and reuse, to promote the resource recycling project, and to market the entire domestic resource recycling results by way of professional photographing and displaying box installations.

Recycling Effect 、Environmental Protection 、Imagination Promotion