Act To Avoid | campaign | KV

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Act To Avoid

Agency: CarrotComm Limited, Dhaka, Bangladesh

Chief Operating Officer: Rakibul Hassan Joheb
Executive Creative Director: Saiful Azam Chowdhury Mukul
Brand Communications Director: Tasneem Zaria
Creative Director: Shaquie Ahmed
Graphic Designer & 3D Artist: Kazi Shimanto
Assistant Manager, Brand Communications: Shafayet Shahnoor
Senior Copywriters: Murtafa Mridha & Abir Das

Concept, Design and Art Direction: Ahasan Habib Herok

Feataured in Ads of The World

Background

Circular Bangladesh is a plastic waste management solution based in Dhaka, that aims to create awareness of the peril that may arise when plastic waste is not disposed in a responsible manner. Disposal of waste is a major problem for the residents of Dhaka, with Dhaka City Corporation combating everyday to dispose the daily collection of over 7,500 tonnes of waste from households, majority of it being plastic waste, that does not easily decompose. The two major landfills in Matuail (Dhaka South) and Aminbazar (Dhaka North) have already been exhausted and have turned into crude open-air dumpsites, further polluting the environment. Every moment we ignore the issue of avoiding recycling, the threat grows exponentially. Circular aimed to generate awareness for plastic recycling among the audience to remind everyone of the impeding doom, and do their part before it is too late.

Objectives

Raise public awareness and draw attention to the importance of properly disposing and recycling plastic waste using the power of art direction and execution, and aware interested audience about Circular.

Core Idea

The core idea was to bring light to the severity of adverse effects of avoiding plastic recycling. “Act to Avoid” – a line to rally under one umbrella, a pledge to take measure before it is too late was developed. And this needed to be visually shown in a clutter breaking manner to create an impact. Since top of the pyramid, ‘tri-state’ localities, mainly the Millennials and Gen Z are the core target group, it was essential that the language resonates with them. Hence a pop culture reference was brought to life into the executional idea. The plan was to bring the idea together by using a visual element that strikes terror in the hearts of people.

The aim was to reach relevant audience through social media, print and outdoor placement to generate awareness and grab the attention of the audience.

Execution

The key visual was developed to showcase the threat of plastic, in a disruptive fashion, forming a monstrous creature out of plastic bottles and waste. T-Rex is known as an apex predator that strikes fear even in the hearts of the bravest. They used T-Rex as the key element where the monster was formed using plastic bottles, to represent the terror coming back in the future, as plastic waste does not decompose.

The copy “Some threats may come with twice the terror” was directed to deliver the core message of unsolved waste becoming a much larger scale problem in the future,

if proper steps are not taken.

The key visual were further adapted for different mediums:

key visual

Social Media The content series was posted on Circular’s Facebook & instagram Page

MAGAZINE AD The content Printed on Magazine

NEWSPAPER The content Printed on Daily Newspaper

POSTERS

Keeping the target group in mind, posters were circulated in strategic locations. Embassies, Clubs, Schools were the key touch point in order to spread awareness about Circular since the main target group has large footfall over these area.

BREAKDOWN

Result/Impact

The campaign was generally well welcomed by netizens, and reach almost 150,000 people and increasing even now. Positive conversations were generated in brand related Facebook groups and forums, additionally, it was featured in the Ads of the World website. It was also featured as the top most reacted content of May 2022 from the Facebook page Vibes Daily. Circular generated 300% more WhatsApp leads that month compared to the previous.

Ads of The World

appreciationS