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Desription
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45% or those aware in Latvia already sort their household waste. The rest are deaf to rational arguments and see only obstacles. So we chose a field where challenges are a good thing – sports. And the most universal language – humor. With a new character, coach Victoria, we humanized this subject, motivated people and, most importantly, started to entertain and interest them. How? With ironic online training videos, memes and inspirational quotes, real time trainings with opinion leaders and general public. We even made a special song and parody of the president’s New Year’s eve speeches. Soon after that our coach started her own vlog and opened it with a press conference… Quite literally. Results? More than 80 free media publications and 1.8 million people reached, FB content got >7,5million impressions, 71% of the audience finally understood waste sorting, and half of the campaign viewers decided to start doing it.
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