Greeners Action: VOTE ON GARBAGE, VOTE WITH GARBAGE

Credits & Description:

SUB CATEGORY : LOW BUDGET MAILER
COMPANY ENTERING : DDB GROUP HONG KONG, HONG KONG
ENTRY TITLE : VOTE ON GARBAGE, VOTE WITH GARBAGE
BRAND : PRO BONO
ADVERTISER : GREENERS ACTION
ADVERTISING AGENCY : DDB GROUP HONG KONG, HONG KONG
CHIEF CREATIVE OFFICER : JEFFRY GAMBLE
CREATIVE DIRECTOR : FRANCIS CHUNG
COPYWRITER : CURRY MAK/CHERRY WONG
ART DIRECTOR : YUNG CHAN/SHADOW NG/NOUNZZ CHAN
ACCOUNT DIRECTOR : BENNY KO/CAFY CHOI
ACCOUNT EXECUTIVE : KENCHY CHAN
ENGLISH CONTEXT EXPLANATION : SINCE THE GARBAGE CRISIS IS A PROBLEM OF EVERYONE OF US, EVERYONE SHOULD HAVE A SAY ON IT. YET, FOR MOST HOUSEWIVES IN HONG KONG, WHO ARE THE MAJOR STAKEHOLDERS OF THE ISSUE, THE USUAL CONSULTATION METHODS ARE TOO TEDIOUS AND DIFFICULT TO PARTICIPATE. TO VOTE ON GARBAGE WITH GARBAGE IS THUS A FORM OF EMPOWERMENT AS IT ENABLES EASY AND DIRECT PUBLIC EXPRESSION ON THE ISSUE.
THE BRIEF : GIVEN THE URGENCY OF RESOLVING A PRESSING GARBAGE CRISIS, IT’S DISHEARTENING THAT HONG KONG GOVERNMENT HAS NOT TAKEN ANY CONCRETE ACTION TO DEAL WITH THE ISSUE. TO PUSH THE GOVERNMENT TO TAKE ACTION, GREENERS ACTION BELIEVES THAT A DIRECT AND EASY WAY FOR PUBLIC EXPRESSION IS NECESSARY. INSTEAD OF LETTER OR EMAIL, A DIRECT AND CLEAR-CUT WAY TO EXPRESS IS PROPOSED: TO VOTE ON GARBAGE WITH GARBAGE.
THE STRATEGY : TO SHOW ONE'S STANCE ON THE GARBAGE DISPOSAL ISSUE, A SIMPLE PLASTIC GARBAGE BAG IS INDEED A SUITABLE MEDIA NOT ONLY BECAUSE IT IS HIGHLY RELEVANT TO THE ISSUE. IT CAN EMPOWER EVERYONE WITH THE POWER TO BE SEEN AND HEARD. WHAT USUALLY WRITTEN ON LETTER, EMAIL OR ONLINE SURVEY TO GOVERNMENT IS NOW PRINTED ON THE GARBAGE BAGS. RESIDENTS WERE GIVEN 2 DIFFERENT COLOR GARBAGE BAGS REPRESENTING 2 DIFFERENT PROPOSALS. WHEN THROWING OUT THE TRASH, THEY ALSO EXPRESSED THEIR STANCE ON THE ISSUE BY CHOOSING AND USING THE SUITABLE GARBAGE BAG.
THE RESULT : IN THE FIRST NIGHT ALONE 10% OF RESIDENTS VOTED. AND WITH HIGH PRESS COVERAGE, WE RAISED AWARENESS ABOUT AN IMPORTANT SOCIAL ISSUE. AS A RESULT, HONG KONG GOVERNMENT HAS TAKEN A MORE ACTIVE ROLE IN DEALING WITH THE PROBLEM. 3 TV COMMERCIALS ARE LAUNCHED TO PROMOTE ITS PROPOSAL AND A DISCUSSION SESSION IN NEXT LEGISLATIVE COUNCIL IS SCHEDULED.