by Silvia Musso
It's been over one year since we introduced to Envi readers the original campaigns realized in the Czech Republic by EKO KOM, a company that deals with the collection, recovery and disposal of packaging waste throughout the country.
What has happened since then? It is time to look East Europe and "go back" to Prague to listen to our friend Šárka Nováková, head of communication sector, who explains us the current communication projects targeted to Czech citizens.
It is active since last summer the campaign "Of course" that differs from those we are used to because it is direct to people who already make waste collection to thank and encourage them to continue their good behavior. There are, in fact, many myths that accompany the habit of recycling, but EKO KOM wants to invite responsible citizens not to be misled.
In order for the campaign to be properly targeted and adjusted, its content is being prepared on the basis of the results of a survey. This determines the current behaviour and number of those separating waste and also of those who never separated waste or stopped separation for some reason. It followed from it, amongst other things, that people who separate waste do not feel sufficiently motivated to continue doing so in the future. In a great many cases, they are confused by myths that occur around separation and recycling of waste, such as that separated waste ends up in a landfill anyway or that this is just a passing fashion that will soon disappear.
Consequently, this year EKO KOM has decided to overturn the commonest citizenship's myths in an attractive and enjoyable way, realizing some films. The individual episodes can be viewed in www.samosebou.cz from August to October, and there are the most conventional film genres, intended to attract the broadest possible audience. They include westerns, kung-fu, comedies, film noir and gangster films. Waste separation is not the main subject here; it is introduced into the story very unobtrusively but nonetheless integrally.
«The heroes of genre films, who combat myths in an original manner on the web site, are primarily employed to overturn myths and promote the subject of waste separation and recycling - Nováková explains - Compared to previous years, we are directing a far greater proportion of our activities towards the online environment, where an increasing fraction of the population is active and where it is possible to work longer and better with the user. Success is arriving as showe by our website that saw already over 100,000 visitors».
EKO KOM is experimenting new original and appealing strategies to communicate the waste separation and recycling. Its campaigns show the dynamic of a young business made by young people. Administrators, politicians and communicators could be inspired to modernize current campaigns that are often repetitive, limited in the media used and in messages proposed, which we citizens we are already used.
What has happened since then? It is time to look East Europe and "go back" to Prague to listen to our friend Šárka Nováková, head of communication sector, who explains us the current communication projects targeted to Czech citizens.
It is active since last summer the campaign "Of course" that differs from those we are used to because it is direct to people who already make waste collection to thank and encourage them to continue their good behavior. There are, in fact, many myths that accompany the habit of recycling, but EKO KOM wants to invite responsible citizens not to be misled.
In order for the campaign to be properly targeted and adjusted, its content is being prepared on the basis of the results of a survey. This determines the current behaviour and number of those separating waste and also of those who never separated waste or stopped separation for some reason. It followed from it, amongst other things, that people who separate waste do not feel sufficiently motivated to continue doing so in the future. In a great many cases, they are confused by myths that occur around separation and recycling of waste, such as that separated waste ends up in a landfill anyway or that this is just a passing fashion that will soon disappear.
Consequently, this year EKO KOM has decided to overturn the commonest citizenship's myths in an attractive and enjoyable way, realizing some films. The individual episodes can be viewed in www.samosebou.cz from August to October, and there are the most conventional film genres, intended to attract the broadest possible audience. They include westerns, kung-fu, comedies, film noir and gangster films. Waste separation is not the main subject here; it is introduced into the story very unobtrusively but nonetheless integrally.
«The heroes of genre films, who combat myths in an original manner on the web site, are primarily employed to overturn myths and promote the subject of waste separation and recycling - Nováková explains - Compared to previous years, we are directing a far greater proportion of our activities towards the online environment, where an increasing fraction of the population is active and where it is possible to work longer and better with the user. Success is arriving as showe by our website that saw already over 100,000 visitors».
EKO KOM is experimenting new original and appealing strategies to communicate the waste separation and recycling. Its campaigns show the dynamic of a young business made by young people. Administrators, politicians and communicators could be inspired to modernize current campaigns that are often repetitive, limited in the media used and in messages proposed, which we citizens we are already used.
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