Campanie
General Information:
Strategic approach:
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The Black Sea contains, after the Mediterranean Sea, the most marine litter in the European Union, and 85% of the waste is plastic. The Danube transports over 1,500 tons of plastic annually in the Black Sea indicating 4.2 tons per day. Any of the waste removes substances toxic to the human body, but also suffocates marine animals, the ecosystem, creating massive imbalances. We have 220 species evaluated with varying degrees of risk of extinction. Of these, 23% were identified as endangered, of which 177 dolphins die annually in Romania. The abundance of microplastic and nanoplastic on the Danube is higher than drifting larval fish. All these causes are quickly leading us to a real ecological disaster. Also, over 1 million marine animals (including mammals, fish, sharks, turtles, and birds) are killed each year due to plastic debris in the ocean. 40% of existing species of whales, dolphins, and porpoises, all species of sea turtles, and about 36% of seabird species ingested plastic waste, believing it to be food. Since we gathered all this data, we decided it was the time to Act. At the time of the campaign (June - October 2020), there was no creative communication 360 campaign to prevent and combat water pollution and mobilize the community to actively cleanup, in Romania. The campaign took place in the summer season, as the number of people who spend their holidays at the sea or in areas near water is increased and implicitly, the rate of water pollution with different kinds of waste. The first edition (the year 2019) of the program, also implemented by Act for Tomorrow, was a real success, with the following remarkable results: 7 beach cleanup events on the Black Sea and the Danube, 630 volunteers mobilized plus 9.1 tons of waste collected. There is no data to illustrate the phenomenon of water litter in Romania, and the few research articles are unknown to the general public. Internationally, the subject has grown, being taken over by the national press. An important step was that we took into account 4 strategic directions that are extremely important for our organization: Education and Information; Intervention and Cleanup; Advocacy, and Community Mobilization. These directions have been divided into several communication objectives: Information on the global and national water pollution situation Raising awareness of the impact of plastic water pollution on the environment, biodiversity, health Promoting preventive behavior regarding water pollution Promoting the first waste disposal infrastructure in the form of gigantic marine animals on the Black Sea coast Promoting the traveling exhibition “Face to face with marine litter” in Kaufland seaside shops Promotion of the temporary exhibition located between July and September on Reyna beach in Constanța. Mobilization of volunteers for cleanup events Promotion of cleanup activities and results Promotion of waste recovery Promoting public policy recommendations on the subject of plastic water pollution in Romania and on prevention locally and nationally. In fact, for this project, we took into account several types of a target audience because the activity was diverse and could reach different targets: residents of riparian localities; tourists; environmental activists; local NGOs; large public; public institutions, etc. Channels and types of content: The campaign aimed at 360-degree exposure, being distributed both online, offline, and on traditional media channels. Communication targets we wanted to achieve: 250,000 total reach on Facebook; 3 press releases; 1 press event; over 30 takeovers in the national press; over 200 volunteers involved in our actions, over 9000 kg of waste collected separately for recycling. Achieving them we set out to achieve through a communication plan that contained clear steps with specialized messages to achieve the communication objectives in each stage of the program. Thus, we developed a communication campaign to help us achieve the set objectives, but also a series of activations to reach the targeted communities. |
Execution:
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