TEAM A

The Advertising Strategy Report will summarize the

findings of Team A!s marketing research. Compiled

in this document, are results from secondary and

primary sources to help the marketing team discover

the impact of reusable bags on the target market!s

everyday lives. Following data collection, the

marketing team developed a creative brief for the

production team. From there the production team

generated concepts for BayROC!s advertising

campaign to encourage the use of reusable bags.

Make it a Habit and Grab it!

The Marketing Team

Anna Aggeryd,

Carolyn Hom,

Christina Mott,

Dallas Tillman,

Nadzeya Nuselnikava,

Paul Ward

The Creative Team

Chris McDougall,

Sarah Mendoza,

Crystal Marie Mitchell,

Jose Ramirez,

Elliot Roe,

John Romo,

Jeremy Wesler-Buck,

Teri Yan,

Rosanna Yung

reusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusable

The New

“It” Bag

Is Your

Reusable

One!

Make It A Habit & Grab It!bayarearecycling.org

Advertising Strategy

2

TableofContents

I.THEPROBLEM 3

A. THEKEYFACT 3B. ADVERTISINGOBJECTIVES 3

II.THECREATIVEPLATFORM 4

A.THEISSUE:USINGREUSABLEBAGS 41.THEFACTSABOUTREUSABLESHOPPINGBAGUSAGE 42.CONSUMERPERCEPTIONSOFTHEFACTSABOUTDISPOSABLEBAGUSAGE 5B.THETARGETAUDIENCE 6C.THE“COMPETITION” 7D.THEMOSTCOMPELLINGBENEFITWECANOFFERTARGETCONSUMERSFORREMEMBERINGTOUSETHEIR

REUSABLEBAGSONEVERYSHOPPINGTRIP 8E.WHYSHOULDTHEYBELIEVETHIS? 8F.TONE 9

III.THECREATIVEBRIEF 10

A.WHYAREWEADVERTISINGATALL? 10B.WHOAREWETALKINGTO? 10C.WHATISTHESINGLEMOSTCOMPELLINGIDEAWENEEDTOCOMMUNICATETOTHEM? 10D.WHYSHOULDTHEYBELIEVETHIS? 10E.DESIREDBRANDPERSONALITY/TONE? 10

APPENDIXA:MARKETINGREFERENCES 11

WORKSCITED 11INTERVIEWQUESTIONS 12

APPENDIXB:SCRIPTS 12

TVAD#1:“ADAYINTHELIFE” 13TVAD#2:“THEWALK” 15TVAD#3:“MYREUSABLEBAG” 18RADIOAD#1:“TESTOMONIALS” 19RADIOAD#2:“THEONE” 20

APPENDIXC:PRINTADS 21

APPENDIXD:CREDITS 23

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I.TheProblem

1. TheKeyFactBayAreawomensupporttheuseofreusablebagsbutneedtobemotivatedtobringtheirownreusablebagstothestoreeverytime.

2. AdvertisingObjectives

• TomotivateBayAreawomentobringtheirreusablebagstothestoreatalltimesandemphasizethepersonalbenefitstheywillgetfromthisaction.

• Tohaveanupbeatmessagethatshowcasesthepositiveaspectsofusingareusablebagasitpertainstoself‐imageandconfidence.

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II.TheCreativePlatform

A.TheIssue:UsingReusableBags

1.TheFactsaboutReusableShoppingBagUsage NegativeImpactofPlasticBags

• Theproductionofplasticbagsrequirespetroleumandoftennaturalgas,bothnon‐renewableresourcesthatincreaseourdependencyonforeignsuppliers.Additionally,prospectinganddrillingfortheseresourcescontributestothedestructionoffragilehabitatsandecosystemsaroundtheworld.

• Theenergyneededtomanufactureandtransportdisposablebagseatsupmoreresourcesandcreatesglobalwarmingemissions.

• Plasticbagscauseover100,000seaturtleandothermarineanimaldeathseveryyearwhenanimalsmistakethemforfood

• Approximately60‐100millionbarrelsofoilarerequiredtomaketheworld’splasticbagseachyear

• Mostplasticbagstakeover400yearstodecompose.Somefiguresindicatethatplasticbagscouldtakeover1000yearstobreakdown.

• Collection,haulinganddisposalofplasticbagwastecreateanadditionalnegativeenvironmentalimpact.Anestimated8billionpoundsofplasticbags,wrapsandsacksenterthewastestreameveryyearintheUSalone,puttinganunnecessaryburdenonourdiminishinglandfillspaceandcausingairpollutionifincinerated.*Sourcesfoundat:(Cobb,2008).

NegativeImpactofPaperBags

• Mostgrocerybagpapercomesfromtreepulp,sotheimpactofpaperbagproductiononforestsisenormous.In1999,14milliontreeswerecuttoproducethe10billionpapergrocerybagsusedbyAmericansthatyearalone.Paperbagproductiondeliversaglobalwarmingdouble‐whammyforests(majorabsorbersofgreenhousegases)havetobecutdown,andthenthesubsequentmanufacturingofbagsproducesgreenhousegases.

• Paperbagsgenerate70%moreairand50timesmorewaterpollutantsthanplasticbags

• Ittakesfourtimesasmuchenergytomanufactureapaperbagasitdoestomanufactureaplasticbag.

• "Byusingreusablebags,oneindividualcansaveupto6plasticbagsaweek–or24bagsamonthor288bagsayearor22,176bagsinalifetime”(Reiss,2008).

• Somestudieshaveshownthatpaperbagsgenerallydon’tdecomposeanyfasterinlandfillsthanplasticbags.Thisisduetothelackofwater,lightandoxygenetc,inlandfillsnecessaryfortheidealdecomposingenvironment.

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• Paperbagsusemorespaceinlandfillsthanplasticbags• Themajorityofgrocerybagpaperismadebyheatingwoodchipsunderpressureat

hightemperaturesinachemicalsolution.Asevidencedbytheunmistakablestenchcommonlyassociatedwithpapermills,theuseofthesetoxicchemicalscontributestobothairpollution,suchasacidrainandwaterpollution.Millionsofgallonsofthesechemicalspourintoourwaterwayseachyear;thetoxicityofthechemicalsislong‐termandsettlesintothesediments,workingitswaythroughthefoodchain(Cobb,2008).

Theaboveevidenceclearlysupportstheargumentthatplasticandpaperbagscontributenegativelytowardstheenvironment.Thusasimpleandeasysolutiontothisproblemistousereusablebags.

2.ConsumerPerceptionsoftheFactsaboutDisposableBagUsageWebegancollectingandanalyzingsecondaryresearchtodevelopabetterunderstandingofconsumers’perceptionsofdisposableandreusablebags.Forthispurposewefocusedprimarilyonthestudytitled,BarrierstoBehaviorChange&theApplicationofSocialMarketingTools,whichprovidedvaluableinformationonthetopic.Aswesuspected82%ofthestudy’srespondentsratedplasticbags’impactontheenvironmentassignificantlynegativeandnearly94%wouldliketoseemorerecyclingofplasticbagsinthegrocerystores(Reiss,2008).However,manyhaveahardtimerememberingtobringtheirreusablebagseverytimetheyshop.Secondaryresearchinformedusthatconsumersknowtheyshouldbringreusablebagstothestoresotheycanhelpsavetheplanetandcontributetoabetterenvironmentforthemselvesandtheirchildren.Nevertheless,notmanyconsumersareawareofspecificfactsandnumbersregardingdisposablebagseffectsontheenvironment.Forinstanceinoneyearpaperbagmanufacturerscutdown14milliontrees,rushingglobalwarminganddestroyingourplanetatafasterrate(Pogue,2008).Webelievethatpublicknowledgeconcerningdisposablebags’impactontheenvironmentmustincreaseinordertoseeanimprovementofthecurrentsituation.Inordertofindouthowconsumersfeelaboutreusablebagsweconductedfieldresearch,whichconsistedofshortinterviews,observationandin‐deptinterviews.Throughourprimaryresearchwediscoveredthatenvironmentalconcernwasthemostfrequentlydiscussedtopicwhenweaskedwomenwhytheyusereusablebags,followedbypersonalsatisfaction,individualbenefitsandlastlyguilt.Wediscoveredthatourtargetaudienceisawareoftheoverallnegativeimpactthatplasticandpaperbagshaveontheenvironment,andknowthattheyshouldbeusingreusablebagsatalltimes.Despitetheirunderstandingofthesituationmostwomenadmittoforgettingtheirbags.Severalwomenmentionedduringourin‐depthinterviewsthattheyusedreusablebagsbecauseofenvironmentalconcerns.Onerespondentmentioned;“byusingmyreusablebagitfeelslikeIamhelpingtheenvironment”whileanotherwomanstated,“Thedisposablebagswillbearoundmuchlongerthanyourkids”.Themajorityofrespondentsweinterviewedwantedtomaketheefforttorememberreusablebagsbecausetheyfeelgoodaboutusingthem;theyfeelasiftheyaredoingtheirsharetohelptheenvironmentwhileactingasrolemodelsfortheirchildren.

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Ourrespondentsalsotalkedalotaboutachievingpersonalsatisfactionbyhelpingtheenvironmentandobtainingfeelingsofsuperioritybysettingagoodexample.Thewomenalsofrequentlymentionedtheconnectionbetweenthebagsandtheirpersonalsenseoffashion,styleandtheirappearance.Theydiscussedthemanydifferentstyles,colorsandmaterialsfromwhichreusablebagsaremade.Theysaidtheynotonlyfeelgood,butlookgoodwhileusingthem.Respondentsalsoinformedusthattheindividualbenefitsthattheyexperiencewhenusingreusablebagsareimportant;thesevaryforeachindividualdependingonone’sneedsandpriorities.Thetargetaudiencementionedthatreusablebagsholdtwiceasmanyitemsasplasticbags;thereforetheyhavefewerbagstocarry.Thebagsarewashableandwillbewithusersforyearstocome.Sincetheyaremadeoutoffabrictheywillnotriportearwhenboxeslayagainstthesideoritemsaretooheavy.Thehandlesarealsomorecomfortableforhandsandarebuilttoholdmoreweight.Anotherplusisthatthelongerhandles/strapscanbethrownovertheshouldersothatthewearermaycarryheavierloads.Asabonusmanystoresofferincentivessuchasmoneyoff,discounts,andrewardswhentheircustomersbringtheirownreusablebags.Duringourdiscussionsaboutdisposablebagsseveralwomenmentionedfeelingsofguilt.Thiswasanimportantissueforafewrespondents.Theyfeltguiltyusingdisposablebagsandtheyfeltguiltywhenforgettingtheirreusablebagsathome.Onerespondentmentionedherhatetowardsplasticbagsdrawingattentiontotheiruncomfortablehandlesandlackofdurability.Manyconsumersusedisposablebagseventhoughtheydisliketheirappearance,limitations,flawsandimpactontheenvironment.AccordingtotheWaterloothesis,only3%ofrespondentsreportedfavoringplasticbags(Reiss,2008).Eventhoughthemajoritydislikespaper‐andplasticbags,600disposablebagsaregeneratedeverysecondinCaliforniaand20billionbagsaredistributedeachyear(AlgalitaMarineResearchFoundation,2009).Ifeveryconsumerbringsatleastonereusablebagwhileshopping,itwouldmakeahugeimpactontheenvironment.

B.TheTargetAudienceTheBayAreapopulationisextremelydiversewithlittleoverhalfofthepopulationbeingCaucasian,withanadditional22%beingofAsiandescent.Wecanalsoassumetheareaiswelleducatedandabletoidentifythenegativeimpactsofpaperandplasticbagsontheenvironmentsinceroughly40%ofthepopulationholdsacollegedegreeorhigher.WithalmosthalfofBayAreabeingcollegegraduates,themedianBayAreaannualhouseholdincomeis$73k,whichis$15khigherthantheCaliforniaaverage.AlthoughtheBayAreaisevenlysplitbetweenmalesandfemales,studieshavefoundthatonaveragewomenspendtwiceasmuchtimegroceryshoppingasmen.Takingthisonestepfurtherwecanassumemotherswilltendtobuymoreatthestoreandshopmorefrequentlytoprovidefortheirfamilies’needs(Hamrick&Shelley,2005).WetookacloserlookatthesizethemarketofmothersintheBayAreatodetermineiftheyarethebestgroupforBayROCtotargetwiththereusablebagcampaign.Familieswithchildrenunder18accountedfor31%oftheBayAreapopulationwitheachfamilyaveraging3.3people.Takingthisintoconsideration,wewanttotargettheroughly565,000womenaged25to44,whowilllikelyhavechildrenthat

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areoldenoughtotakenoticeoftheirhabitswhileatthegrocerystore(HearstCommunicationsInc.,2009).Becausetheseeducatedmothershavetheabilitytoinfluenceotherfamilymembers,webelievethattargetingthem,willleadtochangesintheirownhabitsaswellasthoseoftheirfamilymembers.(BayAreaCensus).Aswementionedearlier,manyofthemothersareawareofthenegativeeffectsofnon‐reusablebags,butarestillhavingdifficultyformingthehabitofrememberingtobringtheirownreusablebagstothestore.BytalkingwithBayAreamothers,wewereabletounderstandthatpersonalstyleisalsoextremelyimportanttothem.Inadditiontotheirwillingnesstobeeco‐friendly,“our”mothersalsowanttobeintunewithcurrentfashiontrends.Accordingtothepopularpressreusabletotesarethenation’sfastest‐growingfashion‐accessory,withsalesupfromlastyearby76%(Gamerman,2008).Celebritiesarenowusingreusablebagsandfashiondesignersaremakinglimitededitions,forwhichcustomersarewillingtopaybigbucks.Withbeautifulandhipreusablebagstochoosefrom,thesemotherswillnothavetoforegofashiontohelptheenvironment.BasedontheseinsightswebelievetheBayROCadcampaignshouldfocusonhowmotherscanbebothstylishandsociallyresponsiblebyformingthehabitofbringingtheirownenvironmentallyfriendlybagstothestore.

• Englishspeakers• Mothers• 25‐44yearolds• Childreninthehome• Middletoupper‐middleclass• Educated• Eco‐friendly• FashionableKatisa40­year­oldmarriedmotherofthreewholivesintheOaklandhills.AfterearningherMBAKatstartedherownsmallhomedécorcompany,whichsheoperatesoutofherhouse.Katdresseshipandprofessional,whileshemeetswithartiststobrainstormdesignsforhercompany.Shestartedhavingchildrenattheageof30andnowjugglesthethreechildren’sactivitieswithherbusiness.Thekidsarenowbetweentheages6­11andattendballet,pianolessons,andsoccerpracticetonamejustafew.Katownsahybridandtriestodowhatshecanfortheenvironment,butoftenisinarush.SheshopsatSafewayandotherlocalgrocerystores,althoughsheoftenforgetsherreusablebagsathomeiftheyarenotalreadyinhercar.Sheneedshelptryingtoformthehabitofrememberingherreusablebagseachtriptothestore.

C.The“Competition”Rememberingtobringreusablebagswhenshoppingultimatelycomesoutofhabit.However,inthebusylivesofourtargetaudience,stylishmothersfromtheBayAreawhoworkandhaveanaveragehouseholdincomesof$73K+,establishinganewhabitintheirlivesisdifficult.

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Thesewomen’shecticwork/lifeschedulesareamajorobstacletoformingnewhabitswithoutsignificantmotivationalforces(reinforcementfactors).Ithasbeensaidthatworkingmothershavetwofulltimejobs–themoneymakingjobandcaringforherfamily.Typically,eighthoursadayaredevotedtobusinessrelatedwork.Therestofthetime,mothersmustworryaboutfeedingtheirfamilies,gettingtheirchildrentoandfromschool,sportsgames,parties,andtheoverallwellbeingoftheirfamilies.Theirroutinesaresohecticthatcreatinganewhabitwithinthemisextremelydifficult. Theavailabilityofpaperandplasticgrocerybagsismotivationtocontinuetoacceptdisposablebagsinsteadofencouragingthewomantobringherown.Theavailabilityofdisposablebagsatgrocerystoresisasafetynetformanywomen,assuringthemthat“itisokaytohaveforgottentoday,thereisalwaysnexttime.” Sincebringingyourownbagisnotrequiredbylaw,therearenoconsequencesfornotbringingyourownbagwhenyoushopandwithoutconsistentreinforcementandthreatofpunishment,peoplewillnotchangeasquickly. Positivereinforcementtobringyourownbagtogrocerystoresishelpful,however,therewardsforthisbehaviorareinsignificanttomostpeople,especiallyatthislevelofincome.Inmanylargergroceryretailchains,patronsreceivefivetotencentsofftheirpurchaseperbagbrought.Thesesavingsoffatypicalgrocerystorepurchaseofhundredsofdollarsamountstoasavings/returnoflessthan1%pertrip.Thisisonlyasmallincentivetobringyourownbagtoshopandmanypeoplefindittoosmalltobeworththetrouble. Thelackofknowledgeofthenegativeeffectsprovideslittlemotivationtochangehabitsandhaveapositiveimpactonsomethingthataffectspeopleonaglobalscale.Manypeople“know”thatplasticbagsendingupinlandfillsarebadbutoftenassumethatpaperbagsareanacceptablealternative.Paperbagsmaybreakdowninanidealenvironmentmorequicklythanplasticbags,howeverpeopledonotconsidertheentirelifecyclefromcradletograve,andfailtoseehowharmfultheproductionofpaperbagscanbetotheworld’sairquality.

D.TheMostCompellingBenefitWeCanOfferTargetConsumersforRememberingtoUseTheirReusableBagsoneveryShoppingTripBymakingitahabittobringreusablebagstothestore,onecanexpresstheirindividualstyleandachieveahigherlevelofpersonalsatisfactionfromhelpingtheenvironment.

E.WhyShouldtheyBelieveThis?Asweseefromprevioussectionsmostconsumersdopossessanunderstandingoftheharmfulconsequencesofplasticbagsontheenvironmentandtheyarewillingtomakechangesbutfinditdifficulttochangetheirbehavior.Webelievethatbyofferingthetargetaudiencethestrongerpersonalimpetus,whichisnotonlythepersonalsatisfactionofhelpingtheenvironmentbutalsoawaytoexpresstheirpersonalstyleandpersonality,wecanmotivatethemtochangetheirbehavior.

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Byusingreusablebagswomengetpersonalsatisfactionbyfeelingsuperior.Womenfeelempoweredtobeapartofanenvironmentallyconcernedcommunitythroughwhichtheyarenotonlyabletocontributetoabiggercausebutalsoprovideagoodexamplefortheirchildren. Byusingreusablebags,BayAreaMomswillhelptheenvironmentaswellashaveagreatopportunitytoexpressthemselvesthroughtheirchoiceofreusableshoppingbags,toshowtheirintelligence,responsibilityandsenseoffashion.Weofferthemanotherchancetolookgoodandfeelgood.Therearealotofdifferentreusablebagsonthemarketrightknow,whichrangefrombudgetfriendlyChicobagstoLouisVuitton$1000shoppingbags.Therearedifferentstylesandfabrics,suchasorganiccottonreusablebags.SomesiteslikeBagsOnTheRun.com,giveapossibilitytoputone’sownlogoandstatementonthereusableshoppingbag.Onecanfindasuitablesizeandshape.Therearesome,likeBreezyBags,whicharefivetinyreusableshoppingbagsinonesmallpouchthesizeofasodacan.Thereareoverthreethousanddifferentsites,whereanindividualcanpurchaseabagthatsuitshisorherindividualpreference.

F.ToneThefeeloftheadsshouldbeupbeatandshowtoday’swomeninmodernsettingsusingreusablebagsthatmatchtheirownindividualsenseofstyle.Wearetryingtocommunicateasenseofbeingconfident,intelligentandresponsiblewhileremainingtruetothewomenthemselvesinregardstofashion.Eachoneofthesewomenmakesfashionstatementsandchoicesthattrickledowntoeachwoman’sindividualreusablebag.Theadsshouldbecolorfulrepresentingapositiveoutlookandhighlightthewomeninawaythatshowsofftheirfashionsense.Togetthispointacrosswesuggestthemessagebebroughtbywomenwholooklikethewomenwearetargetingorwhattheywouldliketobeperceivedas.Womenshoulddominatetheadsastonotcreateconfusionastowhotheadsaretargetingandmaleactivityintheadsshouldbekepttoaminimum.Theadsshouldbepositiveandshouldn’tinvolvefactsaboutthenegativeimpactsofnotusingareusablebag.Thepointoftheadsshouldnotbetotryandconvincethesewomenthatusingareusablebagisgoodfortheenvironmentbutthattheycanuseoneandlookresponsibleandintelligentwhilestillremaininguniqueandstylish.

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III.TheCreativeBrief

A.Whyareweadvertisingatall?Toremindpeopletobringtheirreusablebagstothestoreatalltimesandemphasizewhatpersonalbenefitstheycangetfromthisaction.

B.Whoarewetalkingto?WearetalkingtostylishBayAreamoms(30+)whoareonthegoandcareabouttheirselfimageandvariousfashiontrends.Thesemothersareawareofthebroadnegativeenvironmentalimpactofusingdisposablebags(paperandplastic),ownreusableshoppingbags,butoftenforgettobringthem.

C.Whatisthesinglemostcompellingideaweneedtocommunicatetothem?Bymakingitahabittobringreusablebagstothestore,onecanexpresstheirindividualstyleandachieveahigherlevelofpersonalsatisfactionfromhelpingtheenvironment.ReusableBags=style+bonusofhelpingtheenvironment

D.Whyshouldtheybelievethis?

• Ittakes1000yearsforaplasticbagtobreakdowninidealdecomposingconditions(completewithair,water,andlight)withAmericansusing380billionoftheseeachyear

• Ittakes14milliontreestoproduce10billionpaperbagsthatareusedbyAmericanseveryyear

o byhelpingtodecreasethesestartlingnumbersmotherscanalsobestylishbypurchasingreusablebagsfromsomeofthefollowingwebsites:

o http://shesabetty.typepad.como www.bringyourownbag.ca

• FromhighendbagsbyLouisVuittontolowendbagsfromgrocerystores,everyoneis

encouragingthepublictogogreenandthereisboundtobeabagouttherethatcansuiteachindividualspreferences

E.Desiredbrandpersonality/tone?Positive,colorful,rewarding,superior,confident,intelligent,responsible,sexy

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AppendixA:MarketingReferences

WorksCited(n.d.).RetrievedApril2009,fromBagsontheRun:http://www.bagsontherun.com

AlgalitaMarineResearchFoundation.(2009).Trashed:Plastic,PlasticEverywhere.Retrieved

April2009,fromAlgalitaMarineResearchFoundation:http://algalita.org

BayAreaCensus.(n.d.).SanFranciscoBayArea.RetrievedApril2009,fromBayArea

Census:http://www.bayareacensus.ca.gov/bayarea.htm

CityofPaloAlto.(n.d.).ZeroWasteProgram.RetrievedApril2009,fromCityofPaloAlto:

Http://www.cityofpaloalto.org/depts/pwd/recycle/news/details.asp?NewsID=987&

TargetID=151

Cobb,V.(2008,Janurary16th).KeyFactsofReusablebags.RetrievedApril15th,2009,from

ReusableBags:http://www.reusablebags.com/facts.php

Dye,J.L.(2008,August).FertilityofAmericanWomen:2006.RetrievedApril27,2009,from

U.S.CensusBureau:http://www.census.gov/prod/2008pubs/p20‐558.pdf

Gamerman,E.(2008,September26).AnInconvenientBag.TheWallStreetJournal,p.W1.

Hamrick,K.,&Shelley,J.K.(2005,November).HowMuchTimeDoAmericansSpend

PreparingandEatingFood?RetrievedApril18,2009,fromAmberWaves:

http://www.ers.usda.gov/AmberWaves/November05/DataFeature/

HearstCommunicationsInc.(2009).BayAreaMarket.(SanFranciscoChronicle)Retrieved

April28,2009,fromSFGate:

http://www.sfgate.com/chronicle/advertise/sevenday1.html

Pogue,D.(2008,August28).TheBottomLineoftheEcoBalanceSheet.RetrievedApril2009,

fromTheNewYorkTimes:http://pogue.blogs.nytimes.com/2008/08/28/the‐

bottom‐line‐of‐the‐eco‐balance‐

sheet/?scp=6&sq=paper%20bags%20pollution&st=cse

Reiss,A.(2008,April7).UniversityofWaterloo.RetrievedFebruary2009,from

BarrierstoBehaviourChange&theApplicationofSocialMarketingTools:

http://www.fes.uwaterloo.ca/ers/research/490s/documents/AReiss490sThesis.pdf

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InterviewQuestions1.Howoftendoyouuseareusablebag?2.Why?(Askthisinordertofigureoutwhatarethebenefitsofitsusearetothem)3.Whydoyouthinkitishardoreasy*(easyiftheyalwaysdo)toremembertobringareusablebag?

4.Whatdoyouthinkaboutpeoplewhousereusablebags?AdditionalQuestionsforIn­depthInterviews(Innoparticularorder)5.Howdoyoufeelaboutpaperandplasticbags?6.Whatmadeyoustartusingreusablebags?7.Whatqualitiesdoyoulookforwhenchoosingareusablebag?8.Doyoufeellikeyou’rechildrenmotivateyoutousereusablebags?9.Howdoyouremembertobringyourreusablebagstothestore?10.Whatproblemsdoyouencounterwhileusingyourreusablebags?

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AppendixB:Scripts

TVAd#1:“ADayintheLife”Thepurposeofthisadistoshowtheindividualstylethatcanbereflectedbyreusablebags.Thisadwillusestrongvisualsanduniquetransitionstoshowcasethefashionandindividualityofthebagswhileachievingahigherlevelofpersonalsatisfaction.

VIDEO AUDIO

POVMS:MARRIEDMOM(Woman1)APPROACHESCOUNTER,PICKSUPHERREUSABLEBAGS;HUSBANDISBEHINDATTHEKITCHENTABLE.ZOOMINTODOOR.

MUSICMARRIEDMOM:Sometimesit’shardtojuggleeverythingatonce.Everydayisadifferentroutine.

POVMS:CAREERWOMAN(Woman2)WALKINGOUTOFHEROFFICEBIULDING,REUSEABLEBAGINTOW.ANOTHERPERSONWALKSTHROUGHTHEFRAMWIPINGTHESHOT

CAREERWOMAN:Differentmeetingstoattend.

POVMS:SINGLEWOMAN(Woman3)WALKINGTOWORDSARECORDSTOREWITHHERREUSEABLEBAG,READYTOBEUSED.ZOOMINTOTHEBAG.

SINGLEWOMAN:Differentplacestoexplore.

CU:OFTHEBAGBEINGLOADEDWITHGROCERIES.THECAMERAZOOMSOUTTOREVEALMARRIEDMOMATTHEGROCERYSTORECHECKINGOUT.WHENTHEBAGISALLPACKEDUP,SHEPICKSITUPANDWALKSTOWARDSTHECAMERAUNTILTHEBAGFILLTHEENTIREFRAME.

CU:THEBAGFILLINGTHEENTIREFRAMETHANPULLSOUTASCAREERWOMANWALKSOUTOFABOUTIQUE

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WITHHERREUSABLEBAGFULLOFCLOTHES.SHESTOPSONTHECORNERASABUSDRIVESBYWIPINGTHEFRAME

LS:SINGLEGIRLCROSSINGTHESTREETTOWARDSCAMERAWITHHERBAGENTERINGAMOEBA/RASPUTIN.SHEWALKSINTOTHEFRAMECREATINGANATURALDIPTOCOLOR.

MS:CAREERWOMANWALKINGAWAYFROMCAMERA.CAMERAPANSPASTASTOREDISPLAYTHATWIPESTHEFRAME

CAREERWOMAN:Buttheonething.

MS:SINGLEWOMANPULLSOUTAVINYLRECORDANDPUTSTHEBAGDOWNINFRONTOFTHECAMERA.

SINGLEWOMAN:Thatalwaysgetsmethroughtheday.

POVMS:MARRIEDMOMRETURNSTOKITCHEN.SHEISUNLOADINGHERBAGONTHECOUNTER.

MARRIEDMOM:Ismybag.

CU:MARRIEDMOM’SREUSABLEBAG.CG:BAYROCLOGOWITHTEXT.

FEMALEANNCR:Makeitahabitandgrabit.

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TVAd#2:“BreakingtheHabit/TheWalk”

Thepurposeofthisadistoshowhowusingthereusablebagcansimplifyawoman’slife.Thisadfocusesonthechangeinhabitneededtomakeadifference,andacalltoactionthatalsodemonstratesitsrewards.ThistargetstheBayAreawomanwhoownreusablebagsanddonotactivelyusethem.Theobjectiveistoleadtheaudience[intousingtheirbags]byexample,andtovisuallyimplyhowfashionableitistousetheirbag.

VIDEO AUDIOMS:WOMANWAKESUP.

MUSICALPHRASE

OTS:WOMANPULLSONAT‐SHIRT

MS:WOMANGRABSHERLUNCHINHERHANDS,NOBAG.

FS:WOMANLOOKSINTHEMIRROR,SIGHS

CU:WOMANWALKSOUTOFHOUSE;WOMANISNOTFEELINGCONFIDENT

MS:WOMANWAKESUP

MUSICALPHRASE

OTS:WOMANINFRONTOFMIRRORHOLDINGUPADIFFERENTTWOBLOUSES.

CU:PACKSHERLUNCHINAPLASTICBAG.

FS:LOOKSATHERSELFHOLDINGTHEPLASTICBAGWITHHERSEMI‐CUTEOUTFIT.SIGHS.

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FS:WOMANWALKSOUTOFHOUSE;WOMANISNOTFEELINGCONFIDENT

CU:WOMAN’SDISSATISFIEDFACE.

MS:WOMANWAKESUP.

MUSIC

OTS:WOMANSTANDINGINFRONTOFMIRRORINASUIT,SMILINGATHOWGOODSHELOOKS.

CU:PACKSHERLUNCHINAREUSABLEBAG.

FS:LOOKSATHERSELFHOLDINGTHEREUSABLEBAGWITHHERVERYSTYLISHOUTFIT.SMILESCONFIDENTLYINTHEMIRROR.

FS:WOMANLEAVINGHERHOUSEWITHHERREUSABLEBAG.

CU:WOMANARRIVESATWORKWITHHERREUSABLEBAG.

FS:PEOPLEGLANCINGATWOMANASSHEPASSES.

MUSICALPHRASE,BUTDIFFERENTFROMPREVIOUSONE

CU:THECLOSETWITHTHEBAGSBEINGSWEPTAWAYTOMAKEROOMFORTHENEWREUSABLEBAG.

MS:WOMANLOOKINGSATISFIED,LIKESHEHASACCOMPLISHEDAGOAL.

FS:WOMANGRABSTHENEWBAGANDWALKSTOTHEDOOR.

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CU:THEREUSABLEBAGSWINGINGONHERARM.

VO:Findabagthatmeanssomethingtoyou.

FS:WOMANWALKINGDOWNTHESTREETWITHHERBAG.AMANDOESADOUBLETAKEORSTOPSTOWATCHHERPASS.

VO:Areusablebaghelpsyoustylishlyexpressyourself.

LS:WOMANENTERSTHESTOREWITHREUSABLEBAGS.

VO:ThishasbeenamessagefromBayROCremindingyouto.

CG:BAYROCLOGOWITHTEXT VO:Makeitahabitandgrabit.

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TVAd#3:“MyReusableBag”Thepurposeofthisadistoshowwhyandhowdifferentindividualsusetheirreusablebags.Thisisamontageofdifferentpeopletalkingabouttheirbagsandwhattheylikeaboutthem.Wewillincludethefashionaspectthroughvisualelementsinthecommercial(i.e.,talent’sclothing;designonthebag;andthelocation).

VIDEO AUDIOMS:SUBURBANHOUSEWIFEINFRONTOFWHOLEFOODSINMARIN.

MUSICHOUSEWIFE:Iusemyreusablebagbecause.

MS:YOUNGHIPGUYINFRONTOFSAFEWAYINTHECASTRO.

YOUNGHIPGUY:Becauseit’sahabit.

MS:OLDERWOMANINFRONTOFBERKELEY’SRASPUTIN.

OLDERWOMAN:Formygrandchildren.

MS:HOUSEWIFEINFRONTOFWHOLEFOODS.

HOUSEWIFE:Confidence.

MS:MOTHERWITHKIDSINFRONTOFGROCERYSTOREINSANJOSE.

MOTHER:Idoitbecauseit’sstylish.

CU:HOUSEWIFESMILING. VO:Thoughareusablebagmeansdifferentthingstodifferentpeople.

CU:YOUNGHIPGUYSMILING.CU:OLDERWOMANSMILING.

VO:Areusablebagisthewaytoexpressyourself.

CU:MOTHERWITHKIDSINFRONTOFGROCERYSTOREINSANJOSE.CG:BAYROCLOGOWITHTEXT.

VO:Makeitahabitandgrabit.

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RadioAd#1:“Testimonials”

SFX:Grocerystorebackground.SFX:Playgroundwithkids.SFX:Distantambientnoise.

YOUNGWOMAN:Iusereusablebagsbecause.OLDERWOMAN:They’restylish.YOUNGMAN:Durable.CHILD:Minehasawesomecartoonsonit!WOMAN:Iusereusablebagsbecausetheyareenvironmentallyfriendly.ALL:(EXCITED,PROUD)It’sagoodhabit!FEMALEANNCR:Whateveryourreasonforusingreusablebags:Makeitahabitandgrabit.AmessagefromtheBayAreaRecyclingOutreachCoalition.

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RadioAd#2:“TheOne”

SFX:Thesoundsofagrocerystoreinthebackground‐thebeepsfromtheregister.SFX:Grocerystoremusic

ANNE:Jen,I'vebeenlookingforawhile,andIthink....IthinkI'vefinallyfoundtheone!JEN:(DELIGHTED)That’sgreat!Tellmemore!ANNE:WhatcanIsay!Thisone'sgotitall!Strong,handy,alwaysthereforme...JEN:Oooh,howexciting!What'rewetalkingaboutinthelooksdepartment?ANNE:Oh,youshouldseemewalkingdownthestreetwiththisoneintow.Everyone'stotallyjealous.JEN:Soundsawesome!What'stheirname?ANNE:(CONFUSED)Name?No,no,sweetie.I’mtalkingaboutmyenvironmentallyfriendlyreusablebag!FEMALEANNCR:Reusablebagsmightnotbeareplacementforan(EMPHASIZE)actualrelationship,butwepromisethey’llmakeyourshoppingtripsawholelotbetter!Makeitahabitandgrabit.AmessagefromtheBayAreaRecyclingOutreachCoalition.

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AppendixC:PrintAds

22 Print ad 2

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AppendixD:Credits

AccountPlanningandResearchTeam

AnnaAggerydCarolynHomChristinaMottDallasTillman

NadzeyaHuselnikavaPaulWard

CreativeTeam

Producer:TeriYan

Director:

ChrisMacDougall

AssociateProducer:SarahMendoza

Copywriters:

JeremyWesler‐BuckElliotRoe

ArtDirectors:

CrystalMarieMitchellJoseRamirez

DirectorofVideography:

JeremyWesler‐Buck

LightingDirector:JohnRomo

AudioTeam:MattBernotChrisHardyOscarSuJohnRomo

Editors:

RosannaYungTeriYan

ChrisMacDougall

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AssistantDirector:ElliotRoe

ProductionAssistant:

RosannaYung

ActingTalent:CandyChurillaKellyHunterChristinaKim

DawnTroupe‐Masi

VoiceTalent:CandyChurillaChristinaKimDeborahMay

MusicProducer:J.D.Calloway

SpecialThanks:JamieFalletti

FallettiGroceryStoreDieselBookstoreTheFeagleyFamily

SpecialThanks:

RicardoGomes,ChairDAIJeffJacoby,BECA

ScottPatterson,ChairBECAJeffRosenstock,BECAEquipmentRoom

LenaZhang,BECA

­­BAYROC­­

ExecutiveProducers:HamidKhani

KathyO’Donnell