Waste in its Place Regional Campaign2018 CAMPAIGN RESULTSLarina LopezDIVISION MANAGER, CORPORATE COMMUNICATIONS

Zero Waste Committee, September 20, 2018

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Waste in its Place regional campaign

What? Regional campaign to reduce instances of abandoned waste

Why? Member driven – a costly regional issue, with environmental, health and social impacts.

When? April 9 to June 10, 2018

Who? MV multi-family dwelling residents aged 18-34

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Creative ApproachPRIMARY MESSAGEWe all know where waste doesn’t belong. Find out where it does.

CALL TO ACTIONPut waste in its place. Recycle, donate, dispose. Find out where at wasteinitsplace.ca

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Creative Approach

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Website

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Website

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Promotion - digital

1.1 million residents reached

214,000video views

1,292engagements on

social media

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Promotion – out of home

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Promotion – radio & print

Translated newsprint advertorials, including online versions

ads aired on4

ethnic radio stations

30830: second spots

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Member engagement

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Webpage performance

12,827 page views (~204 per day)• Nearly 3 minutes per visit• About 4,000 residents obtained information about municipal programs• Delivered audience to MVRecycles.org• Traffic continues, due to Google Search advertising

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Plans for 2019 campaign

• Main creative to focus on simplified icons

• Maintain customized images for members

• Extend duration of campaign, to sustain promotion

Thank you