Case - The Quarry Life Award

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The Quarry Life Award of HeidelbergCement is an international scientific and educational competition for students and researchers. The main goal: set up projects promoting ecological research in quarries and pits, raising the awareness and increasing the knowledge of the biological value of mining sites, promoting environmental education projects (focus on mining and biodiversity), and increasing collaboration with external communities. Next to the QLA, a People’s Choice Award is rewarded.

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Case - The Quarry Life Award

  1. 1. IAB MIXX AWARDS
  2. 2. Concept Biodiversity Award • international scientific and educational competition • for students and researchers Organizer: HeidelbergCement Goal: set up sustainable projects in quarries and mine sites around the world to • promote ecological research in quarries and pits • raise awareness and increase knowledge of the biological value of mining sites • promote environmental education projects (focus on mining and biodiversity) • increase collaboration with external communities
  3. 3. Target groups Students & researchers High schools or Universities with a relation to Biodiversity / Biology Stakeholders NGO’s, scouts, nature clubs, etc.
  4. 4. Practical organisation National competitions in 18 countries and 40 quarries International competition People’s Choice Award for the most popular project
  5. 5. Timeline • February 2012 selection of participating proposals by international jury • March – September 2012 field work for selected projects • November 2012 Local award ceremonies • 3 winners • Prizes: 1.500 euro, 3.000 euro, 5.000 euro • December 2012 Global award ceremony • 3 winners • Prizes: 10.000 euro, 20.000 euro, 30.000 euro
  6. 6. Communication strategy Direct target groups Students, researchers Indirect target groups Local communities, (inter)national sustainability community, general public
  7. 7. Communication strategyCreative conceptLet your idea boost biodiversity...Nature will be the biggest winner
  8. 8. Communication strategyCommunication tools • Roadshows at universities, schools, etc. • Print tools • Brochures • Ads • Posters • Online • Web platform • E-mail • Banners • Facebook • Award ceremonies: local and global
  9. 9. Communication strategy
  10. 10. Communication strategy
  11. 11. Web platform - The heart of the competitionwww.quarrylifeaward.com Attractive and transparent design Practical tool • Registration point • Submission of project proposals • Evaluation and discussion module for the jury
  12. 12. Web platform - The heart of the competitionwww.quarrylifeaward.com Multilingual & informative content • Project blog, news feeds, documentation, publications • 11 languages Interactive platform • Participants share research progress via project blog • Visitors vote for their favorite project
  13. 13. Web platform - The heart of the competitionwww.quarrylifeaward.com Secured environment • Reserved for jury and award coordinators • Online evaluation of project proposals • Discussion point for jury members
  14. 14. Web platform - Facts, figures & stats Proposal phase (Oct 2011 – Feb 2012) • 848 registered users (participants and interested users) • 319 users submitted a project proposal • 70 national jury members submitted altogether 1300 evaluation forms • 472 comments posted by jury members during evaluation process
  15. 15. Web platform - Facts, figures & stats Project phase (Feb 2012 – Aug 2012) • 80 selected projects • 18 national competitions • 482 project updates • 268 uploaded photo’s on the project blog
  16. 16. Web platform - Facts, figures & stats Website traffic (Sep 2011 – Feb 2012) +97.000 visits from over 150 countries
  17. 17. Web platform - Facts, figures & stats Website traffic • Sources 56% referral – of which 44% from Facebook • +25.000 votes for People’s Choice Award
  18. 18. Communication strategy
  19. 19. Facebook Global page http://www.facebook.com/quarrylifeaward Local initiatives http://www.facebook.com/quarrylifeawardgeorgia http://www.facebook.com/quarrylifeawarddeutschland
  20. 20. Conclusion High number of valuable proposals & projects High scientific level of selected projects Global initiative (exposure in +150 countries) with strong local added value Efficient online web application Effective reach and engagement of target group through website/blog and social media Goal achieved: the number of submitted proposal far exceeded the expectations

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