Client:
Manukau City Council

 

Develop a campaign to advertise the change in the recycling process within Manukau City to the Pacific Island communities

 

Presenting a unified and consistent campaign directed at the diverse peoples of Manukau City, while being aware of the different cultural sensitivites of these different groups

 

 

Audiences:	All households - diverse mix of audiences (40% European, 15% Maori, 28% pacific Peoples, 21.5% Asian). Asian (Mandarin and Cantonese speaking) residents - no English or English as a second language, with lower use of mainstream media, higher use of ethnic media, little or no experience with recycling. Pacific residents low use of mainstream media with higher use of ethnic media. Indian residents low use of mainstream media with higher use of ethnic media.
Strategy:	Use a range of direct communications, media and advertising to raise awareness with simple, consistent messages. Communications will take into account the hugely diverse audiences and use appropriate tools for reaching them - ethnic media and translated material. Simple, visually strong communicationswill also help target audiences who have English as a second language, don't speak English
Implementation:	Ethnic media advertising for concentrated 1 month aimed at Pacific Island, Asian, and Indian audiences to strongly reinforce messages Print advertisements used images showing what can and cannot be recycled with yes and no ticks / crosses. They ran in Samoan, Tongan, Niuean, Chinese and Hindi newspapers Radio advertisements on ethnic radio in English, Samoan, Tongan, Hindi, mandarin and Cantonese Radio interviews with community leaders in Samoan, Tongan, Fijian, Niuean, Cook Island Maori and Tokelauan.

 

This (overall) campaign, under the direction of Daryl McIntosh of Manukau City Council, was the recipient of the 2009 Best Government or Local Government Public Relations Programme Award at the 35th PRINew Zealand Awards. The ethnic component was a considerable component to this award winning campaign.

 

The campaign was so successful, that

• only 608 calls about the change were received - out of 100,000 households!
• Recycling volumes increased 40% in the first month and 27% in the second
• Only 45 of items put into bins in the first month could not be recycled
• Reduction of litter by 122 tonnes per month.

 

 

 

   

 

Editorial in Traditional Chinese