online campaign green santa oxfam novib
Post on 21-Oct-2014
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explanation (in english) of online Oxfam Novib campaign concept: Green Santa and his team of Action Heroes, and instruction how you can join Green Santa's team on www.groenesint.nlTRANSCRIPT
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Oxfam Novib: Green Santa 2009
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Oxfam Novib: Green Santa 2009
• In the Netherlands at december 5th Santa gives presents to the children;
• Santa is something different then Santa Claus who gives presents to all around Christmas;
• In the Netherlands Santa where’s a red ‘dress’;
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• But, Oxfam Novib ‘invented’ the Green Santa;
• His message: “Buy fair presents!”;
• Why a Green Santa?
• Because green is Oxfam’s color, and green is the color of sustainability;
Oxfam Novib: Green Santa 2009
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• Green Santa returns.
• In the Netherlands it’s tradition to give your friends a chocolate letter. My name is Roy, so my friends give me a chocolate ‘R’;
• But, still in the Netherlands 19 million of the 23 million chocolateletters sold are not fair trade. That’s 85%!
• Green Santa is not amused.
Oxfam Novib: Green Santa 2009
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• Green Santa is not amused.
• Report: states that still in the Netherlands 19 million of the 23 million chocolateletters sold are not fair trade. That’s 85%! There are four stores that only sell non fair trade chocolateletters. All other stores have about 4% of fair trade chocoladeletters in their stores, beside 96% of non fair trade alternatives.
• Demand: I want that all 23 million chocoladeletters are fair trade in 2010!
• Targets: the 4 really bad stores : Jamin, Hema, Aldi & Lidl.
Oxfam Novib: Green Santa 2009
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• Strategy: benchmark, naming and shaming (focus on bad stores instead of good ones)
• Communications– Green Santa brings report to 4 bad stores in person.– Launch of report.– Launch of radiocommercial and advertisement.– Launch of website and online social netwerk campaign (on dutch
version of Facebook, called Hyves).
• Online concept: become an Action Hero and fight together with Green Santa against non fair trade chocolateletters
• Online campaigning tool: write a online message (in chocolate) at the shop-window (online)
Oxfam Novib: Green Santa 2009
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Oxfam Novib: Green Santa 2009
That’s me! I am an Action Hero called The Royachoconator!
Green Santa is also supported by Dutch celebrities
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Step 1: Go to www.groenesint.nl
This counter shows how many people joined Green Santa’s team of Action
Heroes
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Step 2: Watch Green Santa trailer
Voiceover:He’s back!
To continue his conquest.
An Action Hero calls Green Santa to introduce a new Action Hero.
Green Santa speaks:
Yes, I need all support I can get, to get all non-fair trade chocolateletters
out of stores.
He than phones the new to be Action Hero to ask if he/she likes to join
Green Santa’s team of Action Heroes
Tip: put sound on
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Step 3a: Enter your name
Step 3b (optional): keep me posted
Step 3c (optional): if you like to receive updates, enter your
emailadres
Step 3d: push button ‘I will join Green Santa’s team of Action Heroes’. We
automatically generate an Action Hero avatar
Your avatar will be shown in this poster and the update menu.
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Green Santa writes: thank you for joining my team of Action Heroes.
Now, please leave a message for the stores that sell non-fair trade
chocoladeletters
Step 4: push tab ‘beklad winkels’ (in english: ‘smear a store’)
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These are the ‘bad guys’. Beside our 4 main targets (of whom already 3 have
promised to sell fair trade chocolateletters within a couple of years) we added some bad guys.
Step 5: push on one of the buttons
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Step 6a: tab on one of the messages and than tab on the store window.
Tip: Try to write your message with chocolate!
Step 6b: click on ‘opslaan’ (finish) when you are done.
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More action
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Here we congratulate stores (our targets) with their public promises
(press release) to Green Santa to only sell fair chocoladeletters within a
couple of years.
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Here you can see who has become an Action Hero, all tweets, pictures,
smeared stores and video’s.
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Our lobbyist Frank keeps a blog.
Here you can watch Green Santa’s own News Bulletin. And Green Santa is
anchorman.
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Oxfam Novib: Green Santa 2009
Green Santa, and his conquest against non fair trade chocolateletters, is big news in the Netherlands. He’s all over the news.
Biggest newspaper in the Netherlands:Red Santa sick and tired of Green Santa!
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Oxfam Novib: Green Santa 2009Website: www.groenesint.nl
Hyves (aka Dutch Facebook): http://groenesint.hyves.nl/
Pictures of real Green Santa: http://www.flickr.com/photos/oxfamnovib/collections/72157622692375919/
Pictures of Action Heroes and smeared stores: http://www.flickr.com/photos/groenesint
Youtube: http://www.youtube.com/oxfamnovib
Twitter: http://twitter.com/degroenesint
Questions: Bob Overbeeke (e-campaigner): [email protected] / http://www.linkedin.com/in/boboverbeeke
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Oxfam Novib: Green Santa 2009This presentation is presented to you by Roy Vink ([email protected] / www.linkedin.com/in/royvink - campaigner Oxfam Novib)