| 英文摘要 |
In order to promote the recycling and reuse of the “Waste Four” (derelict TVs, Washing Machines, Refrigerators, and Air Conditioners), prevent some dealers from charging extra fees for recycling, and avoid environmental pollution caused by random abandoning of the “Waste Four”, from 1st July 2011 onward, the Environmental Protection Administration of the Executive Yuan (EPA) stipulated that 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.
To comprehensively present the new policies and measures pertaining to the recycling of the Waste Four, the “Million Dollar Lucky Draw for the Renewal of the Four Household Appliances” was the underpinning theme for the following activities: 30-second promotional videos titled “Upgraded Version of the Graduation Ceremony of the Waste Four” and “Nursery Rhyme for the Waste Four”, 176 screenings of a 30-second commercial, establishing a “Million Dollar Lucky Draw for the Renewal of the Four Household Appliances” website, 20-second radio broadcast of “Waste Four Lucky Draw” and 817 screenings of a 20-second commercial. All in all, more than a million people were exposed to these promotional events, which aided in the fostering of goodwill and interest of the general public toward the EPA’s policies.
In addition, to enhance the activity’s publicity and public participation, and strengthen vendors’ willingness to cooperate with the recycling policies, the following events were planned: 257 environmental-friendly appliances were set aside for a lucky draw, a press conference, Facebook digital marketing campaign – “It’s Time to Recycle Our Good Friends” and “Love for Environmental Protection – Lucky Draw for Mini Household Appliances”; these publicity activities garnered thousands of people to participate. Further, 10,000 copies of thematic posters were printed for distribution. It is hoped that through this multi-directional marketing method, the general public could be made aware of the actual contents of EPA’s new policies
This project aimed to increase consumers’ and vendors’ awareness of the EPA’s new policies through careful planning, media promotion and concrete advertising materials. By maximizing the number of people reached and the scope of the 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 the pursuit of a clean, sustainable living environment.
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