無聲抹黑 - clean air pollution campaigngiving stress on KMB in changing all theirbuses into Euro 5
Project Background :
Due to the Euro 5 proposal requirements,a particulate filter will be required as standard equipment for such dieselcars and vehicles beginning in 2010. This is a cost-effect measure to reducethe emission of particulate matter and quickly solve the bottlenecks in urbanair quality.
Yet, most of the buses of Kowloon MotorBus Company (KMB) are the old Euro series which exhaust a lot of toxic gases.
Insight :
Insight :
As the gases emitted by the old Eurobuses are toxic, as time goes by pollutants being breathed by the mass willaccumulate and causes serious health problem or even death. Therefore, ourinsight is emitting exhausted gases is equivalent to killing. Thus, we would"fashion" the KMB buses as the serial killer.
The name of our campaign is 無聲抹黑, although seems to be a silent slender. Yet, it is indeed implying a silent demonstration (wearing mask) to clear the black (toxic exhausted gases emittedby old KMB buses).
Creative Strategy :
The name of our campaign is 無聲抹黑, although seems to be a silent slender. Yet, it is indeed implying a silent demonstration (wearing mask) to clear the black (toxic exhausted gases emittedby old KMB buses).
Creative Strategy :
Get : The Public Mass
To : Join our campaign to give stress onKMB in changing all their buses into Euro 5
By : Telling them that the exhaustedgases emitted by old Euros series Bus are toxic
Client :
To : Join our campaign to give stress onKMB in changing all their buses into Euro 5
By : Telling them that the exhaustedgases emitted by old Euros series Bus are toxic
Client :
Greenpeace
Tone and manner :
Tone and manner :
Mysterious, serious
Stage 1: Arouse Attention
Newspaper Advertisement
Newspaper Advertisement
A seemingly newspaper headline advertisement would be appeared in various free newspaper like "頭條日報", "AM 730" and "Metro". We advertised in free newspaperbecause most of them are distributed near bus stops. The headline showed thatthere's a mysterious case of serial murder case in the bus stop. We would liketo make use of this newspaper to arouse the public's attention.
Stage 2: Call for Action
This stage contains both ambient and banners.
Ambient
Many chalk body outlines were drawn on thefloor of different bus stops to make them into a crime scene like which weimplied the old KMB buses are serial killer. They killed the public massespecially their passengers.
Banner Ad
Also billboards which invited the publicto join our campaign on a date would be advertise just opposite to the busstops to let them have a more clear picture about what's going on.
This stage contains both ambient and banners.
Ambient
Many chalk body outlines were drawn on thefloor of different bus stops to make them into a crime scene like which weimplied the old KMB buses are serial killer. They killed the public massespecially their passengers.
Banner Ad
Also billboards which invited the publicto join our campaign on a date would be advertise just opposite to the busstops to let them have a more clear picture about what's going on.
(We choose the date 9.16 because that day is International Ozone Layer Protection Day)
Stage 3 : Follow Up
Event
Public Involvement
On that day, paper bags with a black facemask and three stickers would be distributed to the public. We would explaineverything and reveal our message to the mass in the leaflet and ask them towear the face mask to support on campaign in giving stress to KMB to change toEuro 5 for the sake of public health.
Public Involvement
On that day, paper bags with a black facemask and three stickers would be distributed to the public. We would explaineverything and reveal our message to the mass in the leaflet and ask them towear the face mask to support on campaign in giving stress to KMB to change toEuro 5 for the sake of public health.
