GREEN-PRO PROMOTING GREEN PRODUCTS LIFE08 INF/RO/ AWARENESS CAMPAIGN STRATEGY AND ROAD MAP

Transcription

1 GREEN-PRO PROMOTING GREEN PRODUCTS AWARENESS CAMPAIGN STRATEGY AND ROAD MAP Bacau September-October 2010

2 GREEN PRO: Promoting Green Products Contents Introduction... 3 Elements of the awareness campaign... 3 Overall goal and specific objectives... 3 Target groups... 4 Key messages... 5 Tasks and activities... 6 Deliverables... 7 Indicators... 8 Awareness campaign roadmap EC EUROPEAN FOCUS CONSULTING SRL Page 2/11

3 Introduction GREEN PRO: Promoting Green Products The GREENPRO project entails several actions aiming at promoting an awareness raising campaign for environmentally friendly products. These actions are tailored for specific target groups, with specific messages, in order to raise awareness on green products in Romania. This Strategy and Roadmap depicts the methodology of implementation of the awareness campaign of the project. Elements of the awareness campaign The awareness campaign which is implemented in the framework of the GREENPRO project contains the following elements: overall goal of the campaign as well as specific objectives target groups of the awareness campaign key messages of the awareness campaign tasks and activities related to the awareness campaign deliverables of the GREENPRO campaign indicators to monitor progress of the project s implementation as well as results. These elements are presented in the following paragraphs. Overall goal and specific objectives The overall goal of the awareness raising campaign is to promote the production and consumption of green products in Romania. The specific objectives of the awareness campaign are the following: - To raise awareness of producers regarding green products, by providing the business case of green products - To raise awareness of consumers regarding green products, by providing the benefits of choosing green products towards themselves, the environment and economy - To increase the recognisability of green products against non-environmentally friendly products - To increase the consumers preference of green products by proving their true benefits (environmental and financial). EC EUROPEAN FOCUS CONSULTING SRL Page 3/11

4 Target groups GREEN PRO: Promoting Green Products All consumers in Romania, both individuals and organizations, constitute the main target group of the awareness campaign. To facilitate the reach towards it, this main target group has been categorized into sub-groups, focusing on addressing all the stakeholders involved in the region through the relevant partner of the project. These are presented in the Table 1: Table 1: Target groups and estimations of the relevant number of people addressed Target group Expected number of people to be approached within GREENPRO activities General public/citizens 70% of the population in Bacau county (total population of about 250,000) 50% of the population in the North-East region of the country (total population of 3.7 million, where Bacau is the administrative capital) A considerable population in the rest of the country (of a total population of about 22 million) Pupils Students All major universities in the region (including Iasi, the traditional University-City of Romania) and a number of schools (site visits estimated number of 30). Universities 7 universities from all the major universities (environmentalrelated departments) Consumer Protection 10 representatives will participate in the various activities Organizations Local NGOs 15 NGOs will take part in the various activities Municipalities 25 municipalities will take part in the various activities Purchasing personnel of 50 people private and public organizations Producers/ 50 people Ministry of Environment 5 representatives from the Ministry will be involved Ministry of Education 5 representatives from the Ministry will be involved Producers organizations 10 representatives of major industries will be involved Other Chambers 7 regional representatives in total EC EUROPEAN FOCUS CONSULTING SRL Page 4/11

5 Key messages GREEN PRO: Promoting Green Products The main key message of the awareness campaign which will be passed to the target audiences is that green products are equally effective/good, at the same or at relatively a bit higher price, but at the same time they do not harm the environment. This main communicational message is in compliance with the respective EU framework on ecolabel as well as the policies on sustainable development. Thus it is expected to promote the production and consumption of green products against non-environmental ones. Additionally, supportive key messages will be promoted towards target groups, in order to promote the main key message. These key messages of the awareness campaign are summarized in Tables 2 and 3: Table 2: Key messages for producers / Key messages for Producers / Distributors environmental responsibility goes beyond managing environmental impact of manufacturing operations, but extends to managing the impact stemming from the lifecycle of products business opportunities exist in producing green products green products offer better overall quality to the consumer, since they integrate environmental concerns and thus the producer is more competitive consumers recognize, choose and prefer green products if at the same price with nongreen products part of consumers are willing to pay a small extra amount in order to buy a green product EC EUROPEAN FOCUS CONSULTING SRL Page 5/11

6 Table 3: Key messages for consumers Key messages for Consumers GREEN PRO: Promoting Green Products various environmentally-friendly products exist, however only environmental labeled are truly green products green products possess at least the same qualitative characteristics as those that are nonenvironmental green products consumption is a significant way of helping the environment, since nongreen products consumption has severe environmental impact green products are not always more expensive than non-green products consumers recognize, choose and prefer green products if at the same price with nongreen products part of consumers are willing to pay a small extra amount in order to buy a green product Tasks and activities The actions of the awareness campaign as well as the corresponding deliverables are described below in Table 4: Table 4: Activities of the awareness campaign within the GREENPRO project Tasks Activities C1: Green market Creation of a website for green products C2: Green media Creation of a DVD C3: Green media Creation of a TV spot C4: Green media Hosting promotional events C5: Green workshops Hosting informative workshops C6: Booklets Creation of information booklets C7: Green training Seminars for green capacity building C8: Handbook Creation of instructional handbook C9: Green product award Organizing a competition and hosting a green product award EC EUROPEAN FOCUS CONSULTING SRL Page 6/11

7 Deliverables GREEN PRO: Promoting Green Products Aiming at raising awareness of consumers regarding green products, a wide variety of communicational methods will be employed, such as TV spots, DVD movie, leaflets, e- newsletter, advertorials etc. The expected deliverables of the awareness campaign are presented in Table 5: Table 5: Expected deliverables of the GREEN PRO awareness campaign # DELIVERABLES 1. 1 website 2. 1 dvd movie and 5,000 copies presentations of dvd movie 4. 1 TV spot 5. 1 leaflet for ENV-PRO and 10,000 copies e-newsletters information-stands advertorials press releases e-banners media information kits for the press promotional presentations focus group workshops aimed to inform all sectors booklets containing information on the business case of green products and 300 printouts seminars for training purchasing personnel training handbook and 300 printouts leaflet with information on environmental awards and 1,000 copies guide containing best practices on green products and 1,000 printouts event for promoting the environmental awards EC EUROPEAN FOCUS CONSULTING SRL Page 7/11

8 GREEN PRO: Promoting Green Products Indicators The overall performance of the awareness campaign will be measured, based on specific indicators, as presented in Tables 6, 7, 8, 9, 10 and 11: Table 6: Types of preparatory actions Types of preparatory actions Inventories & Studies 6 No. Table 7: Number of campaigns and persons reached per category Targeted towards No. of campaigns No. of persons reached Students Companies General public Specialized public Institutional staff Others (please specify): purchasing personnel on environmental awareness Total EC EUROPEAN FOCUS CONSULTING SRL Page 8/11

9 GREEN PRO: Promoting Green Products Table 8: Target audience for the events foreseen in the framework of GREEN PRO project General public Specialized audience (e.g. decision-makers) Very specialized audience (e.g. experts, academics) Target audience Number of participants participants participants participants Local/ Regional 4 National 5 EU/ International Local/ Regional 12 National EU/ International 1 1 Local/ Regional 4 National Local/ Regional More than 100 participants Table 9: Media involved in the framework of the GREEN PRO awareness campaign Type of media No. Project website: average number of visitors per month 1000 Press releases made by the project 50 General public articles in national press 10 General public articles in local press 35 Specialized press articles 5 Internet articles 40 TV news/reportage 1 Radio news/reportage 1 Films produced 1 Films played on TV 1 Film presented in events/festivals 1 Exhibitions attended 1 Information centres/information kiosks 5 Project notice boards 5 Press kits 80 Information-stands 88 Advertorials 40 Promotional presentations 5 EC EUROPEAN FOCUS CONSULTING SRL Page 9/11

10 GREEN PRO: Promoting Green Products Table 10: Information on the targeted publications within the GREEN PRO campaign Type of publication No. published No. of copies Languages Leaflets Romanian Brochures Romanian Posters 3 15 Books (12 booklets and1 training handbook) Technical publications 3 3 English, Romanian Romanian English, Romanian Table 11: Information on the audience targets of the GREEN PRO project at school and university level Establishment involved No. of students Primary schools 200 Secondary schools 200 Higher education establishments 100 Total budgeted cost ( ) EC EUROPEAN FOCUS CONSULTING SRL Page 10/11

11 GREEN PRO: Promoting Green Products Awareness campaign roadmap The implementation roadmap of the awareness campaign as well as its timetable is presented below in Table 12: Table 12: Awareness campaign roadmap and relevant timetable Tasks C1: Green market C2: Green media C3: Green media C4: Green media C5: Green workshops C6: Booklets C7: Green training C8: Handbook C9: Green product award Activities Target groups Creation of a website for All target green products groups Creation of a DVD All target groups Creation of a TV spot All target groups Hosting promotional events All target groups Hosting informative Producers / workshops, Purchasing personnel of private and public organizations Creation of information Producers / booklets, Purchasing personnel of private and public Seminars for green capacity building Creation of instructional handbook Organizing a competition and hosting a green product award organizations Purchasing personnel of private and public organizations Purchasing personnel of private and public organizations Producers / Key messages All messages All messages All messages All messages Messages targeted at producers / Messages targeted at producers / Messages targeted at producers / Messages targeted at producers / Messages targeted at producers / Deliverables # 1 X X X X X X X X X X X X X X X X X X X X X X X X # 2, 3 X X X X X X # 4 X X X X X X X X X X X X X X X X X X # 5-12 X X X X X X X X X X X X X X X X X X # 13 X X X X X X X X X X X X X X X # 14 X X X X X X X X X X X X X X X # 15 X X X X X X # 16 X X X X X X # X X X X X X X X X X X X Notes EC EUROPEAN FOCUS CONSULTING SRL Page 11/11