|Brand||THE SALVATION ARMY, CROWN RELOCATIONS|
|Product / Service||RE-CYCLING|
|Category||A03. Use of Merchandising/In-Store Marketing|
|Entrant||LEO BURNETT HONG KONG, HONG KONG|
|Entrant Company||LEO BURNETT HONG KONG, HONG KONG|
|Advertising Agency||LEO BURNETT HONG KONG, HONG KONG|
|Connie Lo||Leo Burnett/Hong Kong||Chief Creative Officer|
|Brian Ma||Leo Burnett/Hong Kong||Executive Creative Director|
|Alfred Wong||Leo Burnett/Hong Kong||Executive Creative Director|
|May Chan||Leo Burnett/Hong Kong||Creative Director/Art Director|
|Fanny Lau||Leo Burnett/Hong Kong||Creative Director/Copywriter|
|Daniel Lo||Leo Burnett/Hong Kong||Art Director|
|David Wei||Leo Burnett/Hong Kong||Brand Director|
|Samson Tsang||Leo Burnett/Hong Kong||Brand Manager|
|Priscilla Liu||Leo Burnett/Hong Kong||Brand Executive|
|Audrey Chee||Leo Burnett/Hong Kong||Planner|
|Henry Chan||Computer Retoucher|
Salvation Army has been serving Hong Kong for over 80 years, with its recycling program as one of the key services. The program donates goods and re-sells them with profits directly going towards people who need them. But Hong Kong people’s busy lives makes the act of packing and taking the goods to donate by themselves a burden. That’s why people tend to throw things away, lowering the recycling rate and creating huge wastage. Seeing this situation, Salvation Army wanted to help make the act of donating easier.
We collaborated with Crown Logistic in creating the “Gift Box” idea. We printed two different designs with the words “Keep” and “Gift” on traditional moving boxes. When you pack, you put the things you want to keep in the box and fold the cover to the Keep side. These boxes are delivered to your new address. If you fold the cover to the Gift side, this means that the things within are for donation. Those boxes will be delivered to Salvation Army. Other logistic companies can download the design file from our website.
The idea was successfully delivered all over Hong Kong. The recycling rate increased 40%. An extra 30% low-income families received donated goods. The program generated about 1 million worth of free publicity for the Salvation Army. More importantly, this is only our first step. Other logistic companies have already shown interest to participate in this recycle program, illustrating that with just one small design change, we make a big change on people’s life.
Hong Kong people relocate quite frequently, which gives us a good opportunity to promote the initiative. With a small design change on the boxes, we altered the way donations are made. It also creates convenience for consumers as they no longer need to bring their belongings to recycle centers by themselves. Moreover, because the design file is downloadable online, logistic companies can be invited to participate easily and bring this new way of recycling all over Hong Kong.