Why is this work relevant for Brand Experience & Activation?

We mobilized the public to turn their motorbikes into trash bins by creating the "motobin". The paper trash bin to be placed into the basket of motorbikes has a clear call to action to educate the public to use it to dispose of their small litter. The insert is designed to mimic the iconic trash can logo so its instantly recognizable. Educating the public thru simple instructions on the bin itself. We also created a public map to track the existing trashcans in the city for people to dispose these inserts.

Background

Situation: Saigon has a serious lack of public trashbins. Due to lack of public trash bins, each day nearly 9,000 tons of waste are thrown on the streets or dumped into the rivers. Brief: UNICEF wants to raise public awareness around i) the need to throw trash in bins, ii) the need for more bins in the streets. Objective: Create awareness and a way for people to be involved in being part of the solution, influencing the government to install more bins.

Describe the creative idea (20% of vote)

Insight: While Saigon lacks trashcans, it does not lack scooters with baskets Creative idea: UNICEF, together with its business partners, turns motorbikes into public trash bins. How does it work? UNICEF Viet Nam provides inexpensive, biodegradable bags that people can insert into the existing bins on their motorbikes and then use to deposit their trash. Once the bag is full, it can be properly disposed of at a number of geo-mapped public trash collection bins located throughout the city. The initiative provides an easy way for people in HCMC to take matters into their own hands while taking litter off the streets. Corporate distribution partners were used to scale the movement across the country.

Describe the strategy (20% of vote)

Data gathering: The Ministry of Industry and Trade states that there are estimated 8 million bikes in Saigon, that’s 1 every 3 meters. Target audience: Young Vietnamese are aware of the sociatal problems caused by improper trash disposal and are looking for a solution. This group is far more receptive to adapting new habits than the older generation. This makes them the perfect group to spearhead change and lead Vietnam to a cleaner future. The leaders in the local business community understand the importance of CSR when buiding their brand. This makes them receptive to an easy win through sponsorship and distribution. Approach: We approach these groups as the catalyst to create a cleaner future for Vietnam. Call to action: Join the movement to reimagine a cleaner Vietnam

Describe the execution (30% of vote)

Implementation: The bag is designed to fit in the motorbike, or bicycle baskets. In addition we created a public map to track the existing trashcans in the city for people to dispose the contents of their motobins. Timeline: The campaign launched in December 2020 and is ongoing, from onscreen display and distribution at Vietnam’s largest retailers, to invitation from Vietnam’s largest news channels to speak about the project. After the news feature, brands reached out for partnership. Placement: The video launched on social and OOH displays, bins are available through partners, at RMIT, Belgo, BepVo, Tron, and Co-op Mart. The Motobins themselves act as media placement. Scale: Available in every district of Saigon. With hundreds of thousands planned for distribution with our partners. Featured on Vietnam’s largest news organizations, including HTV, Voice of Vietnam, NhandanTV. The project is heading to other major cities.

List the results (30% of vote)

$290.000USD earned media to date, at a media investment of $0 Tens of thousands of bins distributed in schools, hundred thousands being distributed by commercial partners Hundreds of thousands of Kilos of trash collected 2841% increase in trash bins in Saigon Ministry of Natural Resources and Environment (MONRE) made an official government announcement, telling Saigon officials to finally clean up their waste treatment act

Please tell us about the cultural insight that inspired the work

Saigon has more motorbikes per capita than almost anywhere else in the world. Used by everyone, everyday, for everything. This campaign was built off a unique behavior that you really can’t find in many places besides Vietnam. While there is a lack of trash bins, there’s an average of 1 motorbike every 3 meters in Saigon. If 1% of all riders take part, that’s 1 for every block. Making for a big impact from a very local insight on a very local behavior.