When it comes to waste sorting, it turns out we’re actually pretty diligent. According to authorized packaging company EKO-KOM, 73% of the Czech population actively sorted their waste last year. And although we are among the most active in Europe, there is always room for improvement.
In order to encourage our countrymen (and women) to continue the good work, EKO-KOM and Havas created new content that speaks to the benefits of waste sorting, to be disseminated via television and web.
The 2019 Campaign centered on maintaining participation in waste sorting activities among the population at large, while at the same time aiming to increase the amount of waste sorted, to motivate non-sorters to get with the program.
Our creative concept uses humour to convey a clear message: only thanks to sorting, the waste can be recycled. In what appears to be sports-related videos, rubbish replaces tennis, and volley, balls in a surprising twist that emphasises the communication.
There is also a bonus video – created for online use only. With a nod to popular Czech TV series Most, Kryštof Hádek narrates an amusing anecdote about recycling, connecting existing tv ads with the new creations as well as the online platform, Samosebou.cz.
“The new creative campaign is intended to strengthen the perception of the EKO-KOM brand and its digital platform Samosebou.cz. EKO-KOM should be seen on the market as a strong authority and expert in sorted waste,” says senior project manager from Havas.
And that is exactly what it does. In addition to the general deployment of commercials on Czech TV, a landing page was created, which introduces users to videos and links them with other digital content created by Havas digital team on Samosebou.cz: articles focused on sorting specific materials, their recycling, points of interest and news from the world of sustainability, video content, extensive tips on “Nature” trips, series focused on DIY and upcycling, and a unique chatbot.
Interestingly, metal and aluminium recycling continues to grow rapidly; a number of grey sorting containers (mostly for cans) can be seen appearing in increasing numbers around Czech Republic. In 2018, we achieved a recycling rate of up to 60% for sorted metal garbage.