| 英文摘要 |
Based on “green fashion and circular trends” as the main theme, this plan promotes the key policies on “green consumption” and “circular economy.”
First, public relations activities and issue operation were executed in association with the main theme. For the theme of “green fashion,” KOL X VOGUE social media operation was launched in July, creating online popularity with 400,000 views. In August, the offline activity “Eco-Friendly Night Market” in collaboration with the Keelung City Government attracted over a thousand participants and 137 vendors. The “Circular packaging of online shopping” press conference in September promoted the online shopping platforms’ willingness to cooperate, with over 30 times of media exposure. For the theme of “circular trends,” the circular economy exhibition was built by participating in the “2020 Taiwan Innotech Expo” in September. The total number of participants exceeded 53,000, creating 20 million matchmaking opportunities. The “Xiao Liuqiu Plastic-Free Island” event was held in October, to which government, industry, university representatives and local NGOs were invited to gather together for an expanded, multi-party exchange. In November, the “Solid Recovered Fuel” press conference was held, which invited industry representatives to come demonstrate their results and build matchmaking opportunities.
In terms of media campaign, the social volume was promoted in coordination with activities and policies through TV, Internet, and print media. In addition, the production of propaganda materials such as videos and propaganda souvenirs was also completed in this project for use in relevant activities. FTV’s media resources and regular staff on site coordinated with the administration’s activities to provide the media with contingency and administrative support, thereby enhancing the plan quality.
By using diversity marketing such as public relations issue packaging, advertising, and material production, this project called for everyone to take part in green activities. It also proposed the benefit analysis, conclusion, and suggestions as a reference for future promotion.
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