Christchurch’s city council introduced a new rubbish and recycling scheme to further reduce landfill trash and encourage recycling. Eventually, the city aims to achieve a virtual zero percent waste standard. Introducing a 3-bin system provided a challenge for many households both from a logistic as well as educational angle. Our aim was to establish a second-nature-behavior towards sorting the trash the correct way. Being very clear and directive about the use of the bins facilitated the educational element, and using interactive social-marketing tactics aimed at establishing a personal connection and sense of ownership towards the program.
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As many of our clients chose more and more social media as part of their brand strategies, AMI Insurance followed suit. AMI is a principal supporter of the Canterbury Crusaders rugby team, and can leverage that affiliation in many ways. To involve primary schools, for example.
The Crusaders have always been an important part of the Christchurch community, and this campaign was designed to ignite the enthusiasm for the home team at a school level. School classes were presented with a kit that included many physical and web-based activities, encouraging participation on many levels. Activities such as stadium visits and team visits were all part of the agenda, making the campaign a great tool for the teachers, and an even better experience for the kids.
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