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Plastic-Free In 30 Days: A social game
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Plastic-Free In 30 Days: A social game

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Plastic-Free In 30 Days is a fun, easy social game to change people's attitudes and behaviors around single-use plastic. It was designed and conceived as a contagious social adventure with scalable …

Plastic-Free In 30 Days is a fun, easy social game to change people's attitudes and behaviors around single-use plastic. It was designed and conceived as a contagious social adventure with scalable environmental impact.

The challenge is played on social media and mobile app platforms and involves 30 days of activities to motivate and educate people on the plastic-free lifestyle including tips, resources, videos and articles.

Published in: Technology

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  • 1. Plastic-Free In 30 Days End Plastic Pollution !! One Day at a Time @plasticfreein30 #plasticFree
  • 2. Plastic-Free In 30-Days A fun easy social game to change people's attitudes and behaviors around single-use plastic. A contagious social adventure with scalable environmental impact. Our CRAZY-BIG goal is to create awareness in an audience of over 10 MILLION engage 30K PARTICIPANTS during September 2013 to •  Change their single-use plastic behavior •  Sustain the new behaviors •  Become effective advocates in their community
  • 3. The 30-Day Challenge 30 days of activities to motivate and educate people on the plastic-free lifestyle including tips, resources, videos and articles. We're on a mission •  Reduce plastic use, prompt consumer behavior change •  Provide resources & alternatives to single use plastic •  Heighten awareness of plastic pollution !
  • 4. Challenge Components ! •  Daily plastic-free action posted across all platforms.   •  Incentivized social sharing and user generated content. •  Participants post and share photos/updates about the action to earn points towards sponsor prizes and badges. •  Final “Celebration Badge” awarded at the end of the challenge and prize winners announced. •  Coupons for sponsor products link back to sponsor sites requiring an email opt-in. •  Featured Eco-Hero Friday: Each Friday one participant gets a shout out for his/her activity. !
  • 5. Challenge In Action Activity Examples •  •  •  •  •  •  •  •  •  •  ! Learn- read the posted article/watch the posted video and then answer a question or leave a comment. Share challenge with your network Do a plastic-free behavior (substitute glass straw, bring your own bag, cup, etc.) Start your own plastic ban petition in your town or state (Change.org) http:// plasticbagbanreport.com/ Pick up 5 pieces of plastic pollution today Donate to non-profit organizations: 5 Gyres, Plastic Pollution Coalition, EcoCycle (hosts Be Straw Free), & TakePart Put together a green on-the-go kit for a friend or family member Post your tipping point story Post pics of plastic free behaviors Suggest a plastic-free behavior
  • 6. Challenge Content Producer-Generated Content: •  Original Articles •  Daily Action posts •  Infographics (Example: Wrap-Up infographic of all 30 actions.) •  Promo Video  Curated Content: Original and reposted from aggregate sites, non-profits and influential bloggers. •  Articles •  Photos •  Videos •  Infographics ! Sponsor-Provided Content As desired: articles, video, photos, comments, etc. Sample Article Topics: •  Gyres in the ocean •  Health effects of plastic •  Hazards to marine life •  Cities banning plastic •  Landfill waste User-Generated Content •  Photos •  My Tipping Point: Participants personal green stories •  Action Updates •  Comments !
  • 7. Creating Momentum
  • 8. Partnering To Start A Buzz Distribute press materials to all sponsors and influencers. Partners help build buzz via Posts, Mentions, Links, email/newsletter to list etc. ! Potential Sites and Bloggers •  Plastic Pollution Coalition •  Treehugger.com •  Grist.org •  thedailygreen.com •  planetgreen.discovery.com •  Ecocycle.org/ (host Be Straw Free) •  •  •  •  •  ! Change.org Ecology.com Good.is 5gyres.org thegreenguide.com !
  • 9. Current Partners Global alliance with reach of over 20 million people world-wide on a mission to stop plastic pollution and its toxic impacts. As an official PPC project all sponsorship dollars are tax-deductible. Let's Do It! A global civic movement to clean up the world with over 8.5 million volunteers, 108 countries and 185 cleanups so far.
  • 10. Current Partners Environmental education, advocacy and outreach organization directly reaching 90,000 people annually at music festivals and concerts. Active and highly engaged membership with >44K subscribers and >450K site impressions monthly.
  • 11. Promoting The Challenge Pre-challenge promotion across all partner channels and portals reaching audience of over 10 million, to generate buzz and enrollment in the challenge with strong calls to action. •  30-60 second challenge promo video posted and distributed •  Email campaigns via partners •  Social media tweets/status updates about the challenge •  Users prompted to “Like” the Facebook to pledge to take the challenge •  Offline outreach via partners •  Articles and links via media partners
  • 12. Sponsor A Movement
  • 13. Sponsor Benefits •  Reach unique audience •  Acquire new customers and generate sales •  Generate emotional affinity for the brand •  Recognized as an environmental leader •  Measurable engagement, ROI via coupons or kit • Direct engagement and connection with participants
  • 14. Target Audience Ages 18-44 Predominantly female Some college education •  Online research target audience most likely to to participate •  Interested in environmental issues •  Make purchasing decisions •  More willing to bring single-use plastics alternatives on-the-go
  • 15. Champion (Founding Sponsor) $30,000 •  Title Sponsor •  Leading Logo on Cover Photos and Background Screens (FB, Twitter, Pinterest) •  Profile on Company and efforts to reduce single use plastic (full article) •  Link on FB Page w/coupon to products •  Sponsored post once a week (4 posts total) •  Brand Logo and Sponsored by in Promotional Video •  Sponsor Challenge Completion Badge •  Sponsor 2nd and 4th Week Completion Badges •  Sponsor 4 Challenger of the Week/Shout Out’s •  Sponsor of Friday Faves X 4 •  Press Kit personalized for Sponsor (logo, graphics, etc) •  Logo on Scorecard and activity boards •  Leading Logo on wrap up graphic with all actions
  • 16. Hero (Premier Sponsor) $20,000 •  Logo on Cover Photos and Background Screens (FB, Twitter, Pinterest) •  Profile on Company and efforts to reduce single use plastic (full article) •  2 Sponsored Posts •  Sponsor 1st and 3rd Week Badge •  Link on FB Page w/coupon to products •  Brand Logo and Sponsored by in Promotional Video •  Sponsor of Tipping Point user stories •  Sponsor best Tipping Point story prize •  Press Kit personalized for Sponsor (logo, graphics, etc) •  Logo on Scorecard and activity boards •  Logo on wrap up graphic with all actions
  • 17. Advocate (Supporting Sponsor) $10,000 •  Logo on Cover Photos and Background Screens (FB, Twitter, Pinterest) •  Profile on company and efforts to reduce single use plastic (short article) •  1 Sponsored Post •  Link on FB Page w/coupon to products •  Brand Logo and Sponsored by in Promotional Video •  Press Kit personalized for Sponsor (logo, graphics, etc) •  Logo on Scorecard and activity boards •  Logo on wrap up graphic with all actions
  • 18. Friend $2,500 •  Logo on Cover Photos and Background Screens (FB, Twitter, Pinterest) •  Link on FB Page w/coupon to products •  Brand Logo and Sponsored by in Promotional Video •  Press Kit personalized for Sponsor (logo, graphics, etc) •  Logo on Scorecard •  Logo on wrap up graphic with all actions
  • 19. Be A Sponsor Join the Plastic-Free Challenge
  • 20. Produced by CREATRIX INTERACTIVE In collaboration with a team of cause marketing, social media and game design rock stars, plus a couple of neuroscientists (to make sure we’re speaking to the emotional brain).   Creatrix Interactive is a boutique content strategy/production and video marketing company specializing in converting target audiences to the lifestyle habits and values of mission-driven LOHAS brands. ! ! We wed compelling storytelling with rich media to create emotional ! connection between your brand and your target audience to reach, teach and ! prompt them to take action. ! ! Mikhaila Stettler, Executive Producer http://www.creatrixinteractive.com/ mikhaila@creatrixinteractive.com http://www.linkedin.com/in/mikhailastettler @MikhailaCreates ! CREATRIX INTERACTIVE Copyright 2013 !