|Product / Service||GREENPEACE|
|Category||C01. Best Integrated Campaign Led by PR|
|Entrant||OGILVY BEIJING, CHINA|
|Entrant Company:||OGILVY BEIJING, CHINA|
|PR/Advertising Agency:||OGILVY BEIJING, CHINA|
|Bill Chan||Ogilvy Beijing||Executive Creative Director|
|Doug Schiff||Ogilvy Beijing||Executive Creative Director|
|Wilson Chow||Ogilvy Beijing||Associate Executive Creative Director|
|Shiyang He||Ogilvy Beijing||Associate Creative Director|
|Doug Schiff||Ogilvy Beijing||Copywriter|
|Lianhui Hao||Ogilvy Beijing||Copywriter|
|Shiyang He||Ogilvy Beijing||Art Director|
|Shujie Qi||Ogilvy Beijing||Art Director|
|Gongxing Wang||Ogilvy Beijing||Art Director|
|Dong Liu||Ogilvy Beijing||Digital Art Director|
|Xiaoxin Yang||Ogilvy Beijing||Digital Art Director|
|Ajie Liu||Ogilvy Beijing||Flash Designer|
|Tracy Wu||Ogilvy Beijing||Agency Producer|
|Yong Zhang||Ogilvy Beijing||Agency Producer|
|Shujie Qi||Ogilvy Beijing||Illustrator|
|Raymond Tao||Ogilvy Beijing||Account|
|Yoyo Liu||Ogilvy Beijing||Account|
|Vivian Guo||Ogilvy Beijing||Account|
|Cara Fan||Ogilvy Beijing||Account|
Every ten seconds a tree is cut down in China to supply the nation’s daily demand for disposable chopsticks. Greenpeace decided to recycle 84,000 pairs and turn them back into trees. A ‘Disposable Forest’ was placed in a popular Beijing shopping area. Greenpeace handed out permanent-use chopsticks and encouraged people to make a pledge not to use disposable ones. The event gained so much attention from broadcast, print and online media that over 100,000 people were encouraged to make the pledge while over 2,000 restaurants took the step to stop supplying disposable chopsticks. Greenpeace is now working with the United Nations Environmental Program (UNEP), to create a pan-Asian pledge.
Through research, Greenpeace had learned that most Chinese tend to be complacent about environmental issues, as they feel such topics are the responsibility of the government. But at the same time, younger, urban Chinese were becoming more and more concerned about such issues. Greenpeace felt that the right campaign might be able to make inroads into the public awareness about disposable chopsticks.
Over 100,000 made their pledge not to use disposable chopsticks in just the first two weeks after the event. The tremendous media coverage served the forest preservation cause but clearly helped the Shi Mao Tian Jie retail business as well. Support for the event was so encouraging, in fact, that Greenpeace China is now working with the United Nations Environmental Program (UNEP), to create a pan-Asian pledge later this year.
Greenpeace and Shi Mao Tian Jie (The Place) shopping centre worked as one to put an event together that would have far more impact than a conventional ad campaign. A “Disposable Forest” of 16-foot tall trees was created out of 84,000 used, recycled chopsticks, and placed right between the shopping center’s two building wings. While Greenpeace handed out permanent-use chopsticks at the event, restaurants within the shopping centre also gave discounts to those who brought the permanent-use chopsticks.
Last year 3.8 million trees in China, one every 10 seconds of every day, were cut down to supply the nation’s demand for an astounding 57 billion disposable chopsticks. A main area of environmental concern for Greenpeace is forest preservation. So they wanted to create a campaign that could help to make a difference.
Greenpeace wanted to work with a prominent shopping center in Beijing to create an event that would get media attention and build awareness about how disposable chopstick usage contributes to forest destruction.