Esitetty 15.5.2012 Haaga-Helian ‘Sustainability Marketing & Communication’ kurssin opiskeijoiden kurssityönä 'Greening Events' hankkeelle.

1. Green Campaign
City Helsinki
Page 1

2. Logos
Page 2

3. Key stakeholders
 Finnish youths and young adults
 Aged 16 to 26
 Interests: music, sports, entertainment,
computer, internet, social media (Facebook),
parties, having fun with friends
 “I don‟t care as long as it‟s fun!”
 “I don‟t care about tomorrow as you just
live once”
Page 3

4. Key stakeholders
Different groups:
 Sporty youth (especially ice hockey)
 (Heavy) metal culture
 Artistic youth culture
 “Hipster” culture (independent music, varied
non-mainstream fashion sensibility, alternative
lifestyles)
Page 4

5. Key stakeholders
Effective ways to reach them:
 Facebook, Blogs, Twitter
 Free City magazine (available in many
public places, includes information about
Helsinki‟s daily fashion-, lifestyle- and
entertainment events)
 Raitiovaunujen mainostaulut (public screens
in all HSL trams)
Page 5

6. Possible slogans
I Helsinki
 (Green means life! Wanna live?) Live green!
 There is no Planet B.
 Messy is out! Be green and clean!
 Green spirit (Color the city – color it green!)
 Stop, drop, and recycle!
 Dump the junk!
Page 6

7. Promoting the campaign
Page 7

8. Jukka Poika
 Finnish Reggae musician
 Promotes the "peaceful behavior"
campaign in Helsinki's trams and trains
(HSL)
 suits well to
green campaign
Page 8

9. Jare & VilleGalle
 Rap duo
 Connection to ice hockey (song for the ice
hockey world championship 2011)
 Songs are about drinking, partying, sports
 Not known for
environmentally
conscious behavior
 attract attention
of target group
Page 9

10. Mikael Granlund
 Youngest member of the
Finnish ice hockey team
 Young and successful -
“national hero”
 Might be “too nice”
(no negative headlines
about him)
Page 10

11. Jukka Jalonen
 Trainer of the national ice hockey team
Page 11

12. Antero Mertaranta
 Well-known sports
commentator in Finland
 Connection to ice hockey
 Would be good for
radio advertising
 Stars connected to ice
hockey might be “risky”
in case Finland´s team loses
Page 12

13. Ideas concerning transport
Park & ride
Bus shuttle
High parking fees
Bike park
Rickshaws
Street barriers
Page 13

14. Greening Events before
Helsinki City Events
 Awareness beforehand
Page 14

15. Flash mob creating awareness
for GREEN transport
Page 15

16. Performance
 Informed participants meet at Senaatintori
 One participant starts cycling around statue of
Alexander II (center of square)
 Other bikers act normal (talking, drinking, taking
photos, etc.)
 Other bikers join first cyclist step-by-step
 Final picture: all bikers cycle in circle around
square (Filmmakers film entire flash mob
(ground and air perspective)
Page 17

17. Publication
 Film material edited & accompanied by music
 Published on YouTube, via Facebook, at
Helsinki City homepage and possibly TV
channels
 Goal: reaching Finnish youth and young adults
from 16 to 26 years
Page 18

18. Greening Events @ Helsinki
City Events
Awareness on site
Page 19

19. Flash mob creating awareness
for WASTE generation
Page 20

20. Requirements
 Place: waste-bin at event (away from loud
noises/stage)
 Date & time: Shortly (30 minutes) before beginning
of certain event
 Call-up information on date, meeting place and song
to be studied (Michael Jackson‟s “We are the world“)
 Call-up via Facebook & at few ticket selling points
(not all as not everyone should know beforehand!)
 Playback for Michael Jackson song “We are the world“
 Filmmaker
 50 to 100 participants, preferably more
Page 21

21. Song Chorus
We are the world, we are the children
We are the ones who make a brighter day
So lets start giving
There's a choice we're making
We're saving our own lives
Its true we'll make a better day
Just you and me
Page 22

22. Performance
Informed participants meet around agreed waste bin
 One participant drops waste next to bin
 Participants act normal (talking, drinking, eating, etc.)
 Waiting for green person to take heart and throw waste
into bin
 That second participants
start to applaud and sing
Michael Jackson song
“We are the world“
accompanied by playback
 Filmmaker films entire
flash mob
Page 23

23. Publication
 Film material edited & accompanied by music
 Published on YouTube, via Facebook, at
Helsinki City homepage and possibly TV
channels
 Goal: reaching Finnish youth and young adults
from 16 to 26 years
Page 24

24. Waste Deposit
Belts
Waste Guards
Awareness on site
Page 25

25. Waste Deposit
 Every visitor has to pay 5€ at the entrance
in order to get a trash bag
 When trash bag is returned full, 5€ are
returned
 If trash bag is not returned City Helsinki
can use the money to pay the final
cleaning
Page 26

26. Belt
 Belt is distributed at the entrance
conversely to a deposit
 Belt includes can holder, little ashtray and
loop for trash bag
Page 27

27. Waste Guards
 Waste guards all around the
festival area
 Tasks: create attention, make
people aware of their behavior
 Use of a funny noisemaker
(e.g. horn) every time a
visitor dumps waste
 Clothes: T-shirt with slogan
Page 28

28. Trash Idol
Page 29

29. Trash Idol
 pre-finals via Facebook, blog, YouTube-channel
Write “your own trash-song”, make a video,
post it and let the audience vote! (10 finals)
 finals (10 finals live on “stage”)
 have a jury to decide on the winner
Page 30

30. Page 31

31. Silent Disco
Creating awareness
for NOISE generation
Page 32

32. Page 33

33. Requirements
 Place: area in front of stage at event
 Date & time: Directly after official event end
 Call-up via Facebook, Helsinki City homepage, at
ticket selling points and at the door
 Company providing headphones & other
equipment, e.g. Silent Disco:
http://silentdiscotheque.com/
 Who pays (how much) for hiring headphones,
etc.?
 Filmmaker
 200 to 400 participants
Page 34

34. Performance
 Final sign up (and payment) at entrance
event day
 Headphones handed out directly after
event end
 Silent disco for 2 hours
 Filmmaker films entire silent disco
 Participants„ comments taped
Page 35

35. Publication
 Film material edited & accompanied by music
 Published on YouTube, via Facebook, at
Helsinki City homepage and possibly TV
channels
 Goal: reaching Finnish youth and young adults
from 16 to 26 years
Page 36

36. Thank you for your attention!
Page 37