| 英文摘要 |
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.
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