Letsdoit Communications. Estonian experience
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Transcript of Letsdoit Communications. Estonian experience
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Lets Do It! World Cleanup 2012 conference
Communications & Campaign
January 14th, 2012
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Principles
Openness - open communication, communicating
the whole progress, obstacles, dilemmas openly
in public from the beginning.
Positivity remaining positive throughout theprocess, avoiding blame and scapegoats
especially at the beginning. Expressing active
attitude.
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Principles
Responsibility treating the partners, mediaand public as team-members. Communicating
collective and individual responsibility.
Sponsorship vs co-operation. Every partner is a message communicating
about partners openly means that every partner
in the team is also a message about the project.
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Timeline
PR campaign 7 months prior the clean-up, 1month after
AD campaign 1,5 month prior the clean-up
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PR Channels
Local media vs nationwide media
important to get to everybody, also
include small local channels to the PR
campaign, to raise discussion and
participation in the local level.
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Mapping as PR
Mapping enables you to get in touch with:
Local mediaLocal partners
Local people
Also withThe real, undeniable extent of the problem!
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AD Channels
AD campaign using wide range of
different media
TV,
radio,
print,
outdoor,
Internet
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PR Spokespersons
Inspiring leader (s)
having a strong spokesperson(s) for theproject, also personal public support
from the local community leaders
and cultural leaders helps a great deal
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AD Spokespersons
Using a range ofnational leadersand
respected stars from music,
theatre, sport etc to step up andstate
their own message in the
campaign,regarding the project. Also engaging
minority group leaders.
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AD-campaign
TV-clips,
Radio-clips,
posters, outdoor,
web-banners,
co-operation with partners coca-cola,EMT etc.
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Print ad
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Print ad and poster
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Print ad and poster
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Outdoor
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Self-made outdoor banners
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People as mediums
Offering partners, groups and individuals
a chance to spread the campaign, by
downloading the posters, flyers, fromour homepage, offering people a chance
to link a web-banners to their
homepages, blogs etc.
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Posters in everycounter shop
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Internet
Banners were hung up asown initiative in 1600
various places!
NB! Think aboutmaterials for free
download and free
use!
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Car stickers
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E-mails to over 250 thousand
people
Ca miljon kontakti
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Flyer
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Postcard
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Unusual places for
communication
An offcial
envelope of
the biggesttelecommun
ication
company
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Neck-hanger for Coca-Cola bottle
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MSN
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Video for volunteers
http://video.delfi.ee/video/ISCKybvv/
http://video.delfi.ee/video/ISCKybvv/http://video.delfi.ee/video/ISCKybvv/ -
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Volunteers salary
Pin for all volunteers
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T-shirt for stuff
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Sticker for transport
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Free oil coupone for transport
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Thank you letter
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Cost
Media as a true partner
from the beginning
also means
zero
cost for the AD campaign at the end!
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Mediaplan
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Thank You print ad
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Lessons from
critical moments
Gaining credibility through open
communication and reliable partners atthe beginning is important.
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There will be resistance...
Mapping possible contragroups andmessages from the beginning
React fast and strong when needed!
Understand the fears and motivations
behind
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You will be unstoppable
Stay constructive and positive !
Have good partners forsupport
Appeal for the general interest and
general good at the hardest moments
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And the most important
From your heart -
believe in the mission,
believe in your team!
And everybody will start to believe!
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Thank you, partners!