| 英文摘要 |
In order to promote the recycling of the “Waste Four” (TV, Washing Machines, Refrigerators, and Air Conditioners), prevent some dealers from charging extra fees of recycling, and avoid environmental pollution caused by random abandoning of the household “Waste Four”, the Environmental Protection Administration has launched a new regulation which stipulates that from 1st July 2011, all vendors of these four household appliances must provide their customers with a “Confirmation Note of Consumer’s Rights”, and issue a “Manifest for recycling and disposal management”, while informing customers of their rights and recycling the four appliances free of charge when they become wasted.
In view of the EPA’s need to enhance the general public’s awareness of the new policies and measures regarding these four household appliances, this project used “Recycling and reporting the Four Household Wastes makes our environment cleaner” as the main theme, and launched a media campaign which included:
(1) Shooting a 3 minute documentary film on the commencement ceremony of the four household wastes;
(2) Compiling a 30 second trailer, which was shown as commercials in the television networks for 35 slots;
(3) Setting up a dedicated website for the on-line raffle draw for “Getting rid of the four old household appliances and getting
new ones”. The overall exposure rate of this website exceeded 1 million hits;
(4) To promote the visibility of our campaign, to provide the general public with incentives to participate, and to encourage industry members to abide by EPA’s recycling policies, we gave out 200 eco household electrical appliances as lucky draw prizes. In the meantime, we held press conferences, edited audio-visual clips for promotional purposes, printed 5000 thematic posters and 2000 DMS for distribution. We hoped that through this multi-directional marketing method, the general public could be made aware of the contents of EPA’s new policies.
Resource recycling has become a national sport which will never become outdated. It is also pivotally important in the stalling of global warming, and in creating a sustainable environment. Therefore, it is incumbent on every citizen of Taiwan to personally enforce the principles of resource recycling.
This project aimed to increase consumers’ and vendors’ awareness of EPA’s new policies through careful planning, media promotion and concrete advertising materials. We hoped that by maximizing the number of people we reach and the scope of our campaign, we could increase the public’s understanding and support of the policies and avenues of resource recycling, thereby enhancing our environmental consciousness as a whole in pursuing a clean, sustainable living environment.
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