THE GREEN UMBRELLA

Let’s keep a clean Romania!

Context• Environment protection was a main priority for our company

since the beginning of our activity in Romania– Respecting all European standards inside the company– Support young researchers in their activity for finding solutions

for environment issues

• A research made by URBB in 2006 showed that 95% of Romanians consider environment protection important and very important, but only 2% consider that can do something for the environment

Solution – Green Umbrella platform• 2007 – launching of the program in collaboration

with Environment Ministry

• Slogan: Let’s keep Romania clean!

• Objective: change Romanians perception that their gesture doesn’t count

• How? By offering them examples to follow and advices easy to implement in their life

Audiences Indirect beneficiaries

The vehicles

The partners

Direct beneficiariesI. Local communities

II. Large public

Environment and Forests

Ministry

Collective waste

associations

KOLs – Campaign

Ambassadors

Local mediaCentral press

City HallsEnvironment authorities

Environment NGOs

Green Umbrella Events

Volunteers

Employees – campaign

ambassadors

On-line communication

Local City Halls

Audiences Indirect beneficiaries

The vehicles

The partners

Direct beneficiariesI. Local communities

II. Large public

Environment and Forests

Ministry

Collective waste

associations

KOLs – Campaign

Ambassadors

Local mediaCentral press

City HallsEnvironment authorities

Environment NGOs

Green Umbrella Events

Volunteers

Employees – campaign

ambassadors

On-line communication

Local City Halls

Messages and key objectivesIndirect beneficiaries

Endorsement

The vehicles

Sympathy

The partners Support

Direct beneficiaries

Behavior change

We can change future together

We have to give a positive example to people

A simple gesture today

save a life tomorrow

We respect our

promises Green

Umbrella

Strategy – 5 years action plan• 2007: focus on ATL communication in order to create awareness

of campaign messages

• 2008: focus on on-line communication in order to obtain favorability and develop KOL

• 2009: focus on BTL actions in order to create the interaction with our public

• 2010: create the link between national and local authorities and the citizens of main cities in Romania

• 2011: develop a national platform to involve central authorities – local authorities – citizens

Our story

• We started in 2007 with a dream that we had, that of generating awareness concerning Romanian’s civic habits

• In 2008 we have launched www.umbrelaverde.ro as the place where all the ones that share our vision can meet.

• In 2009 the caravan “Starting now, your city is more green!” visited 8 main cities from Romania and interact directly with 900.000 persons delivering them our messages

• In 2010 we launched “The Green Capital of Romania”, our greatest achievement, a competition between the main cities of Romania

• In 2011 … we will continue Romania Green Capital competition, by opening the subscription to all cities from Romania

The Green Capital of Romania2010, the 1st edition

“It is more than a big environmental campaign, it is a program that recognizes the efforts of the local authorities to make improvements in the community’s life, in a common effort”

Minister of Forests and Environment, Laszlo Borbely

Outcome:• 10 cities that subscribed • Informing and greening actions in five cities: Timisoara,

Alexandria, Cluj-Napoca, Brasov, Sfantu Gheorghe• The winner city was Brasov

“Romania Green Capital”

Romania’s Green Capital – a competition dedicated to local city halls and the citizens from those cities. The mayor subscribe the city in the competition by submitting a registration file with information about environment protection strategy.

ACTION PLAN• Direct campaign with the city halls • Press release for announcing the campaign• BTL Activities under the message “Your city can become

Romania’s Green Capital”• Award Gala – we organized a big event in Bucharest where we

invited mayors and KOL and we announced the winner, the city which will hold the name “Romania’s Green Capital”.

Events photos

Photos

Press clipping

Romania’s Green Capital 2010 / Results

• 11 cities that submited at the competition, and direct contact with all 47 local City Halls targeted.

• Events in 8 cities • Involving over 1500 volunteers in the country • Distributing 35.000 campaign car stickers in 2010 • Direct interaction with over 100,000 people; OTS/H: 9456k• Collected over 15 tones of recyclable waste• Brasov is the big winner, the city which will hold the name

“Romania’s Green Capital” in 2011

Celebrating Brasov, the Green Capital of Romania in 2010

Volunteering

• We believe that volunteering has the power to make any community grow and responsibility is a matter of personal option

• Anyone can share the values of the Green Umbrella by:– Becoming a responsible driver– Being a blogger partner – Involving as a Green Umbrella volunteer

The Green Umbrella Ambassadors

What are the lessons we learned ? • The importance of taking action now• The importance of good examples • See the bigger picture, don’t be afraid to put big objectives • Volunteering inspires people’s lives, can become part of the

life style, we need it as a humans• Community develops with the help of volunteers, by

sustainable development plans of local authorities, with the support of central authorities and a lot of…. TRUST, BELIEVE and OPTIMISM

Be our guests at:

• www.umbrelaverde.ro• www.facebook.com/umbrela.verde