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The campaign

From EPSA - European Public Sector Award

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Waste is currently the largest environmental problem in Poland. The difficult situation is connected with to the lack of effective laws and waste infrastructure, but also to poor public awareness in this regard. ‘The Campaign’ came in second place in the competition for the most interesting public campaign in the area of environmental protection, organised by the European Environmental Communication Network (Green Spider Network).

Spanning more than a year, ‘The Campaign’ consisted of the following components:

  1. Lecture by the minister in a kindergarten and competitions for children; 27,000 children (8-14 years) formed teams and participated in a contest for the design of sculptures and puppets from garbage or in creating a movie or comic on waste management. More than 5000 pieces of work were submitted for the contest. At the end of the campaign a special contest on segregation of garbage for kindergartens was held, in which 200 kindergartens took part. The prize for the winning kindergarten was a lecture on segregation of waste carried out by the Deputy Minister of Environment.
  2. Ecological sin on the radio and TV. For the purpose of the campaign three television commercial spots were produced and broadcast. The films related to the popular Polish TV series and presented situations in which a likeable though crude priest reminds the parishioners that their everyday waste management is ...‘an ecological sin!’ The television campaign was also supported by the idea of placement – in the four most popular TV series in the target group there were scenes about waste management. Thanks to the efforts of the Ministry of Environment, the broadcasters were successfully convinced to broadcast the spots free of charge.
  3. Eco-angels – ambient action. Reaching out to residents of small towns required a series of local non-customary actions. Vendors in the supermarkets put up special masks as a sign of the protest against the garbage being burned by their neighbours at home, and dressed in white costumes with wings. The eco-angels encouraged the shoppers to enact proper garbage management and explained how to do it. The non-customary actions were carried out in 500 villages and small towns in Poland.
  4. Press and John Paul II. The press campaign appealed to the moral aspect of waste management. Instead of the usual advertising, the messages presented quotes from encyclicals by the greatest authority of the Poles – Pope John Paul II, on the duties of men towards nature. Advertisements, sponsored articles and special inserts appeared in press with the highest readership amongst the population: women’s press, opinion-forming and Catholic titles, national and regional newspapers as well as on television.
  5. Internet. For the purpose of project implementation, the website www. grzechyekologiczne.pl was created. On that website it was possible to play a game that teaches the rules of garbage management as well as to read the guidelines regarding waste segregation.
Award info
Award category: going green
Award type: submission
Award year: 2011
Project type
Sector: Environment, climate change, agriculture (incl. food safety) and fishery
Type of activity:
Keywords: Waste, innovative and effective communication, environmental education, bravery, idea placement, public campaign, the complexity of administrative actions
Short English description: ‘The Campaign’ came in second place in the competition for the most interesting public campaign in the area of environmental protection, organised by the European Environmental Communication Network (Green Spider Network).
Further information
Organisation: Ministry of Environment
Other applicants:
Homepage: http://www.mos.gov.pl
Level of government: national level
Size of organisation: >100
Number of people involved: 6-10
Country: Poland
EU membership: EU member
Language code: en
Start date:
End date:


The campaign (52.2167546, 20.9913075)
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