2003 BEST USE OF NEWSPAPERS WINNER
WINNING ENTRY - Victorian Government greenhouse strategy
COMPANY - Optimedia
CLIENT - State Government of Victoria
SPONSORED BY
OBJECTIVE
While consumers are highly aware of the importance of reducing greenhouse emissions, they were lacking in motivation - something the Victorian Government wanted to change in line with its greenhouse strategy to reduce the state's greenhouse emissions. The Government needed to get the greenhouse issue back into people's everyday lives, and get them to do their bit for the environment.
CAMPAIGN
Optimedia chose newspapers for this task, to raise awareness among a broad group of people and stimulate them to change their behaviour, in an upbeat way but also with a sense of urgency. The first part of the campaign took "ownership" of an edition of mX, Melbourne's free commuter newspaper, to engage light newspaper readers. The greenhouse issue had presence on almost every page, as well as prominence in the masthead of that edition. The second part of the newspaper strategy was to capitalise on children's strong influence in the home via fun, educational communications over two weeks in weekend newspapers. Firstly, a liftout with tips on how to save energy, discounts from green companies and a family board game. Secondly, a sticker sheet with "turn it off" stickers that could be attached to household appliances and give the campaign life beyond the publication date. TV spots encouraged viewers to buy these special editions of the newspaper.
RESULTS
This campaign delivered an incredible amount of exposure for a moderate spend. Government tracking of awareness of greenhouse issues showed a significant increase as a result of the campaign. The post-campaign response to "If we don't act now we'll never control our environmental problems" rose from 86% to 90%, a great achievement off a very high base (Roy Morgan Research).
JUDGE'S COMMENTS
Strong consumer insight against a dual target. It pushed the boundaries of newspaper integration and extended the life of the message in the home. Newspaper activity was cross-promoted well. A creative way of communicating a potentially dull community message.
