| 英文摘要 |
(一) Preface
Starting from year 2005, Environmental Protection Administration began implementing a stage-by-stage mandatory trash sorting plan, which requires resident to pre-sort in ‘resource’, ‘kitchen residual’ and ‘trash’ category before hauling it out. The plan, broadcasted and promoted through an integrated marketing effort, and working in conjunction with auditing by authorized agency, has gradually achieved ‘zero waste’, the objective of trash reduction by greatly improving the rate of return on resource and kitchen residual. As industry and business enterprise advances, along with the increase of population, problem of environmental pollution has become increasingly serious, which raises gradual, global awareness on the issue of environmental conservation and balanced ecology. So began the campaign in promoting people the importance of not damaging ecology balance, sorting trash and resource recycling. Whereas the emphasis on trash problem is no longer the government’s sole responsibility, people in general ought to exert the spirit of “Common Life Entity” to cultivate a sense of accountability toward public life quality, and establishing the concept of ‘Environmental Protection Comes First.’
Since implementing stage-one mandatory trash sorting on Jan. 1, 2005, there has been a daily reduction of trash to the tune of 900 metric tons in all of the participating districts combined by way of tallying. Which is just about the processing load of an incinerator. In other word, it amounts to the saving of an incinerator installation and operation cost. Furthermore, recycled resource has resale value, which in turn spares the energy needed for mining resource, reducing the emission of green house gases. All of these go to show the effectiveness of implementing mandatory trash sorting.
This project, in addition to continuing with stage-one promotional content and result, also brings in an irresistible virtual spokes model, the ‘Green Puppy’, to be extensively used in this promotional design and media broadcast, to work more closely with the promotional focus of this stage which consists of: (1) Beginning Jan.1, 2006, trash sorting is to be implemented nationwide. (2) Beginning April 1, 2006, a fine of NT$1200~1600 shall be imposed for unsorted trash. Public relations oriented press conferences will be held to help convey the message to the public, to boost the effectiveness of trash sorting implementation. As a whole, this project has been exceedingly effective, with unprecedented popularity and exposure for ‘To Alice’, a commercial jingle of the project. On the media operation front, entire budget is NT$5.74 million. However, through integrated marketing & broadcasting and innovative marketing, it has generated a total advertising effect of over NT$9,087,700, roughly a 150% return on the investment.
（二）Implementation
(1)Project execution and operation
To exert comprehensive promotional and media effect in issue forming to facilitate the changing of trash sorting habit of the public, this project has utilized extensively the concept of integrated marketing & broadcasting, as well as public relations issue marketing in its implementation. Established a complete promotional structure, of which media includes TV commercial production and consigned broadcasting, special TV news presentation and placement program marketing, radio advertising production and consigned broadcasting, newspaper and magazine advertisement, building website and Internet based advertising and movie theater commercial. Also, aiming at principal promotional content, two publicity-generating public relations-oriented press conferences and an Internet-based Question & Answer ruffle contest were organized. Furthermore, working in connection with revisions in production material such as poster, leaflet and instruction materials, and engaging in comprehensive communication and promotional campaign with focus groups.
(2). Plan revision illustration
After discussing with sales unit and assessing the effectiveness of ‘Mandatory Trash Sorting Stage-2 Promotional Plan’ , which was produced by us and commissioned by Environmental Protection Administration, we recommended to allocate the budget originally earmarked for ‘creative singing contest, media visitation, programming placement on two occasions, TV news special presentation on four occasions and advertisement on TWN Next magazine’ to be used for ‘movie premier & press conference & Internet promotional activity and movie theater advertisement’, to hopefully generate an even greater media effectiveness, to strengthen the public’s impression of this promotional campaign, to facilitate the realization of trash sorting concept into everyday lives.
（三）Result
Given the remarkable success of this project, the concept of promoting trash-sorting-into-three-categories has been deep rooted in the public mind through multimedia integrated marketing effort. The promotional film ‘To Alice’, with its adoption of the classical song “To Alice”, has achieved a phenomenal degree of national acceptance. And on the lovely design of 2-D animation spokes model, the Green Puppy, according to received reactions from various county and city environmental protection agency staffers and private groups, we have learned that it has become easier conveying the message of three-way trash sorting to people’s everyday lives, thanks to the cute and appealing looks of the lovely Green Puppy. As a result, people’s willingness to co-operate with sorting has gradually been on the rise. According to survey, most of the families (94% of them) have already undertaken trash-sorting effort in their households, which demonstrates the effectiveness of the promotional campaign, as well as the fact that people have reach certain level of understanding toward trash sorting. But in the minority that does not sort trash, they often resort to taking excuses, such as ‘no time’ and ‘too cumbersome.’ We hope to strengthen the concept of sorting trash into people’s mind, to facilitate cultivating the habit of recycling to reduce from the source, to achieve ‘sort everything thus zero waste’ , resource-recycling, quality living.
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