Our main communication goal was to create awareness of the Green Dot, to promote a positive ecology-driven image and attract attention to Recycling Week activities, such as a voluntary clean-up event in one of the parks with a party afterwards, seminars, open days in participating companies, etc. The primary target groups were the residents of Riga – both professional individuals and the youth, young adult market.

Our main communication goal was to create awareness of the Green Dot, to promote a positive ecology-driven image and attract attention to Recycling Week activities, such as a voluntary clean-up event in one of the parks with a party afterwards, seminars, open days in participating companies, etc. The primary target groups were the residents of Riga – both professional individuals and the youth, young adult market. Trees - in the main square of the Riga and along the busy, pedestrianised Old Town area which have a high concentration of offices and also a gathering point for the younger target audience - were used as an outdoor medium. Cardboard posters with the Green Dot and slogans: “Think Naturally!” and “Come to the Recycling Event!” were wrapped around trees in the area. Municipal authorities supported the ecology theme and no charges were applied. The material – cardboard - was donated by one of Green Dot’s partners.

This resulted in zero media costs for the entire campaign.

Additionally, on the hill in the park, visible from the main square, a composition from flowers depicting the Green Dot logo was created by the creative agency. The campaign integrated very well with the Green Dot’s own PR activities, serving as arena for ad-hoc presentations by company representatives during Recycling Week.

The outdoor campaign achieved free media coverage in the main dailies and awareness of Green Dot increased from 30% before the campaign to 74% post PR and advertising campaign. Having worked through the brief, understood the communication goal, the target audience and the budget limitations, OMD Latvia proposed the outdoor media idea to the client, Latvijas Zaïais Punkts (Green Dot). We were responsible for creating the campaign idea, selecting the locations and working with the creative agency to bring it to life. Our solution is unique because it created a week-long outdoor campaign at zero media cost in the most pedestrian-intensive area of Riga, along the Old Town. It is special because it created perfect synergy with the philosophy of the Green Dot and created a very positive ecology-driven image. It also integrated very well with the PR campaign and attracted free media attention.Fifteen countries are currently using the Green Dot to indicate that the producer has financed the collection, sorting and recycling of the package co-ordinated by the activities of the Green Dot network. “The green dot” printed on the package certifies that the manufacturer has paid for the recycling of this package. LZP Latvia is a new member in the Green Dot network and its first campaign was connected to Europe-wide Recycling Week in September 2001.

The existing partners of LZP LATVIA financed the campaign and the media budget was very limited, with the largest proportion used in traditional media and informative materials. The client was looking for a creative solution to increase awareness of the Green Dot among the active urban residents who buy a high proportion of packaged goods and make decisions about recycling in the family and at their workplace.

Having worked through the brief, understood the communication goal, the target audience and the budget limitations, OMD Latvia proposed the outdoor media idea to the client, Latvijas Zaïais Punkts (Green Dot). We were responsible for creating the campaign idea, selecting the locations and working with the creative agency to bring it to life.

Our solution is unique because it created a week-long outdoor campaign at zero media cost in the most pedestrian-intensive area of Riga, along the Old Town. It is special because it created perfect synergy with the philosophy of the Green Dot and created a very positive ecology-driven image. It also integrated very well with the PR campaign and attracted free media attention.Fifteen countries are currently using the Green Dot to indicate that the producer has financed the collection, sorting and recycling of the package co-ordinated by the activities of the Green Dot network. “The green dot” printed on the package certifies that the manufacturer has paid for the recycling of this package. LZP Latvia is a new member in the Green Dot network and its first campaign was connected to Europe-wide Recycling Week in September 2001.

The existing partners of LZP LATVIA financed the campaign and the media budget was very limited, with the largest proportion used in traditional media and informative materials. The client was looking for a creative solution to increase awareness of the Green Dot among the active urban residents who buy a high proportion of packaged goods and make decisions about recycling in the family and at their workplace.

Trees - in the main square of the Riga and along the busy, pedestrianised Old Town area which have a high concentration of offices and also a gathering point for the younger target audience - were used as an outdoor medium. Cardboard posters with the Green Dot and slogans: “Think Naturally!” and “Come to the Recycling Event!” were wrapped around trees in the area. Municipal authorities supported the ecology theme and no charges were applied. The material – cardboard - was donated by one of Green Dot’s partners.

This resulted in zero media costs for the entire campaign.

Additionally, on the hill in the park, visible from the main square, a composition from flowers depicting the Green Dot logo was created by the creative agency. The campaign integrated very well with the Green Dot’s own PR activities, serving as arena for ad-hoc presentations by company representatives during Recycling Week.

The outdoor campaign achieved free media coverage in the main dailies and awareness of Green Dot increased from 30% before the campaign to 74% post PR and advertising campaign.

Egils Krutovs   Marketing Director   LZP