Communications campaign proposal
Prepared by RED Communications
“Təmiz ölkəm ”: Communication objectives
• Raise interest to eco - friendly lifestyle among Azerbaijani population
• Attract attention to the importance of plastic recycling
• Position the project as a unique initiative aimed at protecting nature
Promote Coca-Cola, ADA University, AzEkol and Ministry of Ecology as environmentally
responsible parties striving for protecting nature and capitalize on plastic recycling in Azerbaijan
Communication accents
Consumption: plastic packages
Moderate consumption:
“Don’t buy plastic packages, use eco-friendly alternatives”
Use: plastic packages, plastic bottles
Responsible use:
“Don’t stay aside, contribute to plastic recycling and help to protect nature”
Infographics to support press releases
• Prepare and dispatch press releases with catchy infographics.
• This will get additional readers’ attention and make news more attractive.
Recycling results
Why is beneficial for Baku?
“Ecological map” for Baku
Project results
Volunteers Responsible plastic consumption
TV features planning
Programs
Sabahın xeyir, Azərbaycan –morning sho w
Biznes Azərbaycan – business program
Project participants
ADA University
AzEkol
Ministry of Ecology and N atural R esources
Topics
What is recycling, circular economy?
Success stories in plastic collection and recycling
Participation of population in plastic collection
Household Wastes (World and Country)
Impact of household waste on the environment
Plastic recycling as business protection environment
Preventing household waste
What is plastic, origin, role in our lives, role in food
security
What is plastic waste, negative effects
Plastic Waste Prevention
Gündəm – business program
Coca- Cola
AzEkol
Müzakirə vaxtı – business program
AzEkol
Ministry of Ecology and N atural R esources respresantitives
Coca- Cola CSR activities
Lifestyle without waste
Workplaces without waste
Reduce, Reuse, Recycle Principles
What is recycling, what is circular economy
Household Waste Management
Plastic Waste Prevention
TV and Radio features planning
Programs
İ qtisadi zona – business program
Project participants
Coca- Cola and Ministry of Ecology and N atural R esources respresantitives
Topics
Household Wastes (worldwide and in the country)
Household Waste Management Practices
What is recycling, circular economy
Час предпринимателя –business program
Экономика дня - business program
Azekol respresentative
Coca- Cola representative
Reduce, Reuse, Recycle Principles
What is recycling, circular economy
CSR of Coca- Cola Coastal clean up
Programs
Project participants
Oyanasan – morning show ADA representatives
Topics
What is recycling, circular economy
Success stories in collecting plastic Lifestyle without waste
Integration into Coastal Сlean-up Day
• Integrate “ Təmiz ölkəm” into Coastal clean - up day communications: posts (images + videos) on Facebook and Instagram pages
• Placement of containers on the beach to be cleaned during CCD (September 2019)
“Recycling” photo exhibition
• Organize an exhibition of images presenting the devastating results of uncontrollable and irresponsible usage of plastics
• Location: Baku Boulevard, near “ Təmiz ölkəm” containers, or Yarat!
Contemporary Art Space
• Potential partners: Yarat!, Azerbaijani Union of photographers
Cooperation with major local partners
• Placement of “ Təmiz ölkəm” containers on popular and crowded locations, like:
• Zhara festival: Sea Breeze hotel and neighboring places
• Yarat! Contemporary Art Space
• The placement will be promoted via traditional and social media
Interaction with bloggers
• Involvement of popular and trendy Azerbaijani bloggers to join the project and spread awareness of both the initiative and the importance of responsible use of plastic
• The selected blogger will be asking their followers to join the initiative, sharing videos/ images of how they will be dropping litter in the “ Təmiz ölkəm” containers
• All posts by bloggers will be accompanied with selected project hashtags.
Bloggers selection
Turan Qarayeva
https://www.instagram.com/toostyle.co/
38.2k
Aynishan Quliyeva
https://www.instagram.com/aynikhalid/
670 k
Ilya Mamedova
https://www.instagram.com/ilyamamed ova/?hl=ru
19.3k
Husniye Maharramova
https://www.instagram.com/husniye m/?hl=ru
35.2 k
Bahram Bagirzade
https://www.instagram.com/bahram _bagirzade/
167 k
Rustam Rustamov
https://www.instagram.com/sofiya_a nd_adelinas_daddy/ 280 k
SMM
SMM strategy
To draw primary interest to «Təmiz Ölkəm» project
To familiarize the audience with «Təmiz Ölkəm» activities and the environmental problems
1 2
Create Facebook and Instagram pages with their further promotion throw Facebook Ads Manager to collect the audience
Engage with the audience throw the right content
Increase reach and awareness
3
Promote posts with important information throw Facebook Ads Manager
#1. Page promotion. Target Ads
Ad Example:
Wording
In order for social media marketing to work, you need an audience. Otherwise, it’s like talking to a brick wall.
Besides posting the right content and increasing your audience organically, we recommend investing in Facebook Ad tools.
Goal: To increase number of page likes
Tools: Facebook Ads Manager
Audience: Baku, 25+
#2. Content Strategy
Social Media is good for spreading information about the company’s activities or any social problems.
But to catch the audience and get the engagement we need to publish the content which is appropriate to the audience's interests.
Right t hings to publish:
• Informational/promo content
• Engagement content
• Educational content
Informational / promo content
The content to tell the audience about all the activities “T əmiz Ölkəm” has already done or going to do.
• Events
• News
Draft posts
The project «T əmiz ölkəm» is the platform for the waste utilization in Azerbaijan . We are deeply concerned about the environmental pollution, so our goal is to increase awareness of the waste segregation and plastic recycling. Join us to maintain a clean environment!
Draft posts
As the part of «T əmiz ölkəm» project, the Ministry of Ecology and Natural Resources alongside with AzEcol company set 50 special bins all over Baku to collect the plastic waste for its further recycling. Support us and check the bin addresses on the map!
Draft posts
Keep calm and stop pollution!
Our group of volunteers from the ADA University clean the Baku streets and plant the trees.
What did you do for the environment?
Engagement content
The more audience reacts ( likes, share, comments) the more reach and page likes we get.
So, we have to publish something that consumers are generally more responsive to.
• Questions, audience’s opinions
• Quizzes
• Flash mobs, contests
• Collaboration with bloggers ( see sl. )
Draft posts
US scientists calculated that 8. 3 billion tons of plastic have been created in the last 65 years.
Sounds terrifying, but do you really imagine how heavy it is?
Draft posts
Guess, which one of these symbols means that this plastic is easy to recycle?
Clue: It is the most common plastic for single-used bottled beverages.
Draft posts
Be part of the solution, not part of the pollution!
Let’s draw attention to the waste spread all over our city. Take a photo of the dirty streets and post with the #stopgarbage #təmizölkəm
Join us to change the environment!
Educational content
The content to make awareness about global environmental problems with plastic waste, recycling and so on.
• Global reports
• Statistics and infographics
• Tips and tricks to reduce the usage of plastic
Draft posts
Over the next ten years, the amount of marine plastic waste will double and if we do not act, in 2050 the oceans will contain more plastic waste than fish by weight. Plastic belongs to recycling, not nature. Be responsible!
Draft posts
Can we recycle plastic?
Some plastic items like drink bottles, plastic bags etc. can be recycled unless they are contaminated with food waste. That it is why it is so important to use the separate bins for the plastic waste for further recycling.
Use our special bins and help us to recycle!
Draft posts
Going shopping?
Instead of requesting for plastic bags, bring along reusable bags such as fabric totes. You will not only reduce the number of plastic bags in landfills after just minutes of use, but also reduce the likelihood of marine animals mistaking plastic bags for food, leading to their premature death .
Draft posts
Not all plastic waste gets incinerated or recycled . A lot of plastic, especially light items like straws and plastic bags, get blown or swept away into our drains and into the sea.
At the end, plastic makes up 90 percent of marine litter hurting and killing marine animals. ☹
Draft posts
Reduce- reuse- recycle!
While it is not possible to eradicate plastic, we can cut down on our plastic consumption and help with the recycling.
Here are the addresses of our bins for recycling!
Draft posts
Do you know that plastic can damage our health as well?
Here is the sequence: plastic in the ocean consumed by the fish and the fish consumed by human .
At the end, we are eating the plastic we put into the ocean . Absorbing lots of poisonous chemicals plastic is toxic and can cause cancer, birth defects, immune system suppression etc.
#3. Increase reach and awareness
Competition in News Feed is increasing, and it’s becoming harder for any story to gain exposure in News Feed. To end this, Facebook decline organic reach of posts!*
So what can we do with it?
The best way to reach the audiences with important posts is by boosting them.
* Organic reach refers to how many people you can reach for free on Facebook by posting to your Page