Anti-Littering CampaignTeam SIMPLEXIIBC Final Round

NOTE:To change the image on this slide, select the picture and delete it. Then click the Pictures icon in the placeholder to insert your own image.SITUATIONALANALYSISPESTEL AnalysisInsightInsight (Cont.)THE KEYISSUE

We cannot RELATE to it as an issue that concerns usSEGMENTATION &TARGET GROUPKey SegmentsInstitutional SegmentIndividual Segment (Non-Slum)

Young and more receptive to new ideasLikes GamesInfluenced by parentsSchools have an influence23%

Age: 10-15Individual Segment (Non-Slum)HIPSTERSFor them we need to make the idea of NOT littering COOLVery busy &ActiveThey are the change-makers whoconcerned about environmentReceptive to Social Media toolsGEN -YDo a lot of On the go litteringSMOKERS32%

Age: 16-24

Individual Segment (Non-Slum)New Job-HoldersVery activeAbout to settle down and have familyWill be more receptive to "family-related" campaignsUse social mediaMoney is of primary concernLook up to leading figures, colleagues, pearsSmokers18%

Age: 25-30

Individual Segment (Non-Slum)Family is a big influencerSettledVery busyThey are parentsCan stop domestice and office littering ( smokers) 17%

Age: 31-45

Individual Segment (Non-Slum)Strong Moral valuesBig influencers10%

Age: 45+

Individual Segment (Slum)STRATEGICOBJECTIVESStrategic Objectives , , The BIG Idea: Going Back to Basics The Campaign Tagline:

The Campaign Mascot: The LITTERBAGHThe Campaign Logo:

The Campaign Ambassadors: Bangladesh Cricket TeamThe Campaign Breakdown:The Phase 1 Breakdown:Attention & Awareness Phase Construction:Attention Phase Marketing: January 2015Get attention to the litter by using REVERSE psychologyBillboards only at the very beginning so that everyone takes notice

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/ Attention Phase Marketing: February 2015Concert by Warfaze/ArtcellJingle consisting Tagline to be introduced here by the performing brand

Awareness Phase Marketing: February 2015After concert change billboards from Attention to Awareness posts from our brand ambassadorsMain message portrays the problems caused by litteringMASS: BillboardsAwareness Phase Marketing: February 2015MASS:Billboards

? Awareness Phase Marketing: February 2015Go to all 110 major school and colleges in dhaka and 50 unis to raise awareness by holding interactive seminarsHere we just get our point across, no main activationFor schools during the seminars we make them sign a poster with our tagline on it, creates sense of responsibility, we take pics which we use laterAfter the seminars we give them all a plastic key ring of our litterbaghEducational Institutions

Awareness Phase Marketing: February 2015Set up dustbins all around the citySet them up beside Hospitals (more in number)Target Mudi-dokans and Tea StallsMASS: LitterBAGH dustbinsAwareness Phase Marketing: February 2015Litterbagh is the name of the pageLaunch with pictures of the school and university seminarsSponsored ads to reach the students and the parents2 dedicated people handling the page every day Billboard messages go from hereParody Videos of consequences of litteringPromote the idea: #litterbagh & #litteringisuncoolSocial Media Competition: #mycitymyhomeSocial Media: Launch a FB page

Awareness Phase Marketing: February 2015 (Post Concert)Mass: TVCJingle with our Campaign Tagline3 Major TV Channels (3 TVCs in a month)Continues till April 2015

Awareness Phase Marketing: March 2015TRASHMOBILEsHuge Trashcan (Litterbagh) installed at the back of a TRUCKMoves all around town from 15th March to 23rd March People take noticePut pictures on facebook page

Awareness Phase Marketing: March 2015Tokai BahiniStreet children wearing our T-shirts collect trash when anyone litters on the road instantly and says THANK YOU!Volunteer students from unis teach them on weekends onlyFree meal EVERYDAY

Awareness Phase Marketing: April 2015Litter-MOUNTAINShahbagh/Bijoy Sharani on Friday, where we gather all litter and surround it with cigarette butsJust one day (APRIL 3rd)Everyone takes notice of the overall amountPut pictures on Facebook page and get media coverage

Awareness Phase Marketing: April 2015Send buzz agents to 50 major schools and 25 major unis and collaborate with their cultural club for flashmob on our jingle- starts from 4th aprilAll the flashmobs to be done on 22nd April-Earth DayVideos of flashmobs uploaded on Facebook Page-post even buzzVideo with most likes winSocial Media: Flashmob campaign

Awareness Phase Marketing: April 2015Corporate MarketingReach out to major organizations which has disposable products-FMCGs mostlyThey tag themselves with our campaign1.5 second message at the end of their commercials from August 2015-October 2015They will do it since it is a cheap CSR

The Phase 2 Breakdown:Action Phase Launch: June 2015

Concert on World Environment Day ( 5th June)Action Phase Launch: June 2015In Major schools ( 18th June 28th June)This will create a platform for our TG1 to relate with the idea of anti-littering

Will be an initiation for action phase in school

Litter-DunkAction Phase : July 2015Aimed at involving children in the process of cleaning the roads, drains and lakes.Some major locations : Gulshan Lake, Dhanmondi Lake etc.The school that collects the highest amount of litter will be visited by the Bangladesh Cricket team.Will continue till September keep my city clean Action Phase : August 2015Billboards that will promote ACTION

There is a tiger sitting in every corner of the city, make sure you feed him- Facebook Page

Bagher khawa apnar haate- Billboards will stay till October

keep my city clean - continued Action Phase : September 2015BCT players will post in social media how they have used the LITTERBAGHS #Litterbagh#FeedingbaghinGulshan Aaamar shohor Dhaka, chai Porishkaar raakha- Desh ti ke aaborjona mukto raakha amader haate TVCLeaflet and stickers will go out at the same time to reinforce our message

Mass: TVC & Social mediaAction Phase : November & December 2015Game version of litter dunk. - Mainly in social media websites and as android game - Simple game Will reach main TG best- The best player every month ( for 3 months) will win the chance to meet the Cricket Team and a signed bat with our logo on it.You have 3 lives, you miss 3 times, you trip on the trash and break your neck!Bhai Thamen Android Game

Action Phase : November & December 2015Litter Dunk is reintroduced

Childrens Day ( 14th November )Litter DunkAction PhaseYear 2Action Phase : January March, 2016Will Take around 2-3 monthsMajor universities will be reached through social media, Road shows and billboardsWill be initiated in March and Finale on 22nd April Earth DayA way to engage the ACTIONEERS and HIPSTERS with this causeThey will suggest ideas for proper anti-littering campaigns so that they can RELATEECO-NEERS

Action Phase : April May, 2016Promote the idea of using dustbins outside mudi-dokansTea-stallsHospitalsMarket the use of Dustbins in Organisations

Action Phase : April August, 2016Videos, catchy posts anti-littering related Did you know posts will go all throughout the yearEnsures our page stays in peoples newsfeed and continually engages themCommunity pageSocial Media

Action Phase : September November, 2016People in our LitterBagh page and BCT cricketers will post #Idontlitter and change cover photo and picture. To create social deterrence promote the idea through these people that if you see anyone littering go to them and GIVE THEM A SLOW CLAPEngage class representatives (BUZZ AZENTS) to spread the message in colleges, universities and work placesSocial Media: #idontlitter

#IDONTLITTERAction Phase : August October, 2016 , Billboards from August to OctoberThese will be targeted mainly for TG 3 and TG4.How we keep our homes clean but throw out trash just outside and litter.

, Action Phase : August December, 2016Karma CampaignWhat goes around comes aroundThis shows how we may think it does not affect us, but indirectly it does Addresses the problem of It does not affect me

CHALLENGES & FEASIBILITYImplementation Challenges: Phase 1Lobbying May or May not work

Contingency- We just promote the idea that Littering is not socially acceptableTake help from DMP to enforce it 1 year from nowImplementation Challenges: Phase 1Trash MountainShahbagh is a busy area- TrafficContingency: Do it on a side, make it bigAnd just 1 day We WANT it to be impactful!Draw shahbagh referenceImplementation Challenges: Phase 1Tokai BahiniTokais may not agreeThey might sell to othersContingency: Better food to motivate themWe tell them more trash you bring more food you get (food for family)Implementation Challenges: Phase 2Keep my city cleanChildren might bring litter from their own houses to winSafetyContingency:Employ more law enforcement in the areaTeachers can be made to take special care

Implementation Challenges: Phase 2Litter DUNKEvery child might not get a goContingency:Doing it twice, to cover more children

Implementation Challenges: Phase 2BHAI THAMENGame development might take more timeContingency:Release it at a later date, kept a lot of time in hand for that possibility

Implementation Challenges: Overall CampaignFacebook PageFB page might die outContingency:Employ more people to handle pageMore community building postsFB competitions to boost

Implementation Challenges: BCTBangladesh Cricket TeamBangladesh Cricket Team may not be available during Many of the campaignsContingency:We bring only one or two members in that scenerio.

Gaandt Chart: Phase 1

Gaandt Chart: Phase 2

Budgeting (ROI) Budget of DCC46995300000 Solid Waste Management6579342000 Litter2631736800 50% reduction saves1315868400 Campaign Total 64024250 ROI 21.92 Budgeting (SROI)50% recuction saves1315868400Alternate use1315868400Benefits from decreased water clogged roads53575342Benefits from fewer diseases165004000Total benefits2850316142Total Cost 64024250 Total Benefits2850316142SROI44.52MONITORING &EVALUATIONMass through ATL- Billboards, TVC, Print Ads, Media Coverage, Litterbaghs, Litter Mountain, TrashMobile, Trash Collectors

Targetted through BTL- Facebook Page, Campaigns like Litter Dunk, #idontlitter, Volunteer workAwareness Created100%MonitoringReport from the trash collectors on how much trash is been collected from the Litterbaghs and the office cigarette traysMeasure if the trash collected from the streets decrease or notCollect reports from local clinics if communicable diseases are decreasing or not2nd time we go to schools and unis take a survey seeing if they remember the awareness campaignCheck the number of likes on facebook pageCheck how many people are using the #idontlitter phraseCheck activity and reach on facebook page50%TAKEAWAYThank You!We welcome any Questions!