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Melissa Garlington
Melissa Garlington
ROLE: Ideation, Branding, UX/UI Design
SOCIAL MEDIA: TikTok, Facebook, Instagram
Finalist in Guiltless Plastic 2021, Educational Social Media Campaign.
1. OVERVIEW
The Guiltless Plastic Prize is an annual competition held in Italy, founded by Rossana Orlandi and Nicoletta Orlandi Brugnoni which aims to create awareness around plastic waste and potential solutions to decrease its usage.
#Sustainable Choices was shortlisted as a finalist in the Educational Social Media category of 2021.
2. PROJECT DESCRIPTION
#SustainableChoices is a Social Media campaign directed to a young audience who is eager to become more environmentally friendly with the daily choices they make.
They understand the gravity of the world's climate change situation and sustainability issues of today, but they don't necessarily know how they can help solve the problem or if they even have the power to do so.
#SustainableChoices is meant to inspire a younger generation to make smarter choices around their consumption habits which can eventually lead to a long-term sustainable lifestyle and have a positive impact on the environment.
3. RESEARCH CONDUCTED
First, it was important to identify a reliable framework that could help understand me the different levels of waste reduction. The 5 R's of Waste Management Model was taken as a key reference to shape the Education Campaign.
• Refuse (e.g. can I avoid buying a single-use product like a plastic bottle of water?)
• Reduce (e.g. can I reduce my dependency on the usage of a product like printing in two sided paper?)
• Reuse (e.g. can I reuse an item like a shopping bag instead of buying a new one every single time?)
• Repurpose (e.g. can I repurpose a cardboard box for storage instead of throwing it away?)
• Recycle (e.g. can I dispose of this material with an eco-friendly waste disposal method?)
Furthermore, identifying environmental groups that people could sign up for, and participate in local event initiatives that can help reduce waste in their own communities.
Finally, engaging with eco-friendly & sustainable brands via Social Media that can give them alternatives for consumption of product or experiences (business model opportunity).
4. USER JOURNEY & SUCCESS METRICS
Addressed primarily to a global audience belonging to a Generation Z and Alpha age group who are already active in Instagram, TikTok, and Facebook. The Social Media Campaign dynamics were:
1. Launch #SustainableChoices social media campaign via Instagram, TikTok, and Facebook.
2. Entice users to click on ‘Join the challenge' CTA via Social Media posts, and then re-direct them to a dedicated web landing page where they can sign up via email.
3. Once they sign up build their habit with a weekly email reminder on ideas/tips for #SustainableChoices they can action every week.
Each time they submit any pictures / videos / content of their own with #SustainableChoices, they will be in the draw to win weekly prizes from our sponsored eco-friendly brands.
In exchange for these sample prizes, we would help these brands by giving them product awareness (e.g. shoppable posts in Instagram) and other Social Media Channels we curate. This will ensure an additional revenue stream to keep curating user generated content and engagement with the community in the long term.
4. A final metric to measure the success of #SustainableChoices besides Web Sign Ups and User Generated Content, will be the number of new referrals an existing follower can generate. This key metric can help accelerate our campaign growth over time.
CONCLUSION
In order to measure the level of success of this project, we would first conduct a series of user interviews with a random population sample from generation Z , and gather their initial thoughts on how the think on disposing of single-use plastic waste.
A key follow-up would be to measure the effectiveness of the campaign via TikTok and Instagram live sessions to gather people’s thoughts and feedback in real time. How effective is this campaign to help reduce the usage of one single-plastic waste as a long-term habit? What actions can they take in their daily lives?
5R's of Waste Management Matrix