Havas & Hercules named 15-time winners at the Vega Awards, New York
New York, NY - The 2022 Vega Digital Awards: Season 1 has come to a close, with its jury announcing the official list of winners after much deliberation was given. Over 1,500 submissions were entered into the competition from 24 countries, demonstrating the influence of the awards in honouring excellence in the digital industry.
For the first season of 2022, the awards saw participation from countries such as Australia, Austria, Bulgaria, Canada, Czech Republic, Germany, Georgia, Hong Kong, India, Italy, New Zealand, Poland, Romania, Singapore, South Korea, Sri Lanka, Taiwan, Vietnam, United Kingdom, United States, and many more.
Awards are given according to three tiers, Canopus, Centauri and Arcturus (equating to Gold, Silver and Bronze).
Havas / Hercules has picked up a total of 15 awards for EKO KOM across the three tiers: 5 Canopus and 5 Centauri awards for the Harpies Campaign, and 5 Arcturus awards for the Samosebou.cz online magazine.
EKO-KOM is the organization responsible for advocating for waste separation (understood as “sorting” in the Czech Republic), which they do through a variety of communication channels.
It turns out that they’ve done quite a good job over the years, with an estimated 73% of the Czech population actively sorting their waste on an ongoing basis. Although this figure is among the highest in Europe, there is always room for improvement.
Digital content has proven to be a highly effective communication channel, especially with a younger audience. At the center of this digital universe is the recently revamped online platform Samosebou.cz, which has been created as an online e-zine.
But waste separation is at best a low-involvement category. So how do you engage the audience in a meaningful way? Unsurprisingly digital is highly effective, especially among a younger audience.
So, rather than corporate-style messaging, we created a conversation that included all sorts of topics and personalities, from curated Eco adventures, to news about Leonardo di Caprio’s latest green initiative.
On top of the constant stream of articles and other content, the Organisation also runs larger thematic yearly campaigns that focus on an aspect of good waste separation practices.
“Play with your heart, sort with your head,” is the current thematic campaign platform.
It features a popular women’s American Football team, the Prague Harpies.
The communication is aimed at encouraging people to think about how they separate their waste and compact it correctly so as to minimize the space needed to transport it to, and store it at, the waste depots.
The goal, as always, was not just to send out yet another message about an arguably very low-involvement issue, but rather to create content that entertains while it educates.
It would appear that the Organisation has been successful in it endeavors, with 73% of the Czech population actively sorting their waste on an ongoing basis, one of the highest statistics in Europe.
All in all a good year for EKO KOM and their partner Havas & Hercules.