TEAM A
The Advertising Strategy Report will summarize the
findings of Team A!s marketing research. Compiled
in this document, are results from secondary and
primary sources to help the marketing team discover
the impact of reusable bags on the target market!s
everyday lives. Following data collection, the
marketing team developed a creative brief for the
production team. From there the production team
generated concepts for BayROC!s advertising
campaign to encourage the use of reusable bags.
Make it a Habit and Grab it!
The Marketing Team
Anna Aggeryd,
Carolyn Hom,
Christina Mott,
Dallas Tillman,
Nadzeya Nuselnikava,
Paul Ward
The Creative Team
Chris McDougall,
Sarah Mendoza,
Crystal Marie Mitchell,
Jose Ramirez,
Elliot Roe,
John Romo,
Jeremy Wesler-Buck,
Teri Yan,
Rosanna Yung
reusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusablereusablestylishdurablecolorshapeenvironmentprotectionstylereusable
The New
“It” Bag
Is Your
Reusable
One!
Make It A Habit & Grab It!bayarearecycling.org
Advertising Strategy
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TableofContents
I.THEPROBLEM 3
A. THEKEYFACT 3B. ADVERTISINGOBJECTIVES 3
II.THECREATIVEPLATFORM 4
A.THEISSUE:USINGREUSABLEBAGS 41.THEFACTSABOUTREUSABLESHOPPINGBAGUSAGE 42.CONSUMERPERCEPTIONSOFTHEFACTSABOUTDISPOSABLEBAGUSAGE 5B.THETARGETAUDIENCE 6C.THE“COMPETITION” 7D.THEMOSTCOMPELLINGBENEFITWECANOFFERTARGETCONSUMERSFORREMEMBERINGTOUSETHEIR
REUSABLEBAGSONEVERYSHOPPINGTRIP 8E.WHYSHOULDTHEYBELIEVETHIS? 8F.TONE 9
III.THECREATIVEBRIEF 10
A.WHYAREWEADVERTISINGATALL? 10B.WHOAREWETALKINGTO? 10C.WHATISTHESINGLEMOSTCOMPELLINGIDEAWENEEDTOCOMMUNICATETOTHEM? 10D.WHYSHOULDTHEYBELIEVETHIS? 10E.DESIREDBRANDPERSONALITY/TONE? 10
APPENDIXA:MARKETINGREFERENCES 11
WORKSCITED 11INTERVIEWQUESTIONS 12
APPENDIXB:SCRIPTS 12
TVAD#1:“ADAYINTHELIFE” 13TVAD#2:“THEWALK” 15TVAD#3:“MYREUSABLEBAG” 18RADIOAD#1:“TESTOMONIALS” 19RADIOAD#2:“THEONE” 20
APPENDIXC:PRINTADS 21
APPENDIXD:CREDITS 23
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I.TheProblem
1. TheKeyFactBayAreawomensupporttheuseofreusablebagsbutneedtobemotivatedtobringtheirownreusablebagstothestoreeverytime.
2. AdvertisingObjectives
• TomotivateBayAreawomentobringtheirreusablebagstothestoreatalltimesandemphasizethepersonalbenefitstheywillgetfromthisaction.
• Tohaveanupbeatmessagethatshowcasesthepositiveaspectsofusingareusablebagasitpertainstoself‐imageandconfidence.
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II.TheCreativePlatform
A.TheIssue:UsingReusableBags
1.TheFactsaboutReusableShoppingBagUsage NegativeImpactofPlasticBags
• Theproductionofplasticbagsrequirespetroleumandoftennaturalgas,bothnon‐renewableresourcesthatincreaseourdependencyonforeignsuppliers.Additionally,prospectinganddrillingfortheseresourcescontributestothedestructionoffragilehabitatsandecosystemsaroundtheworld.
• Theenergyneededtomanufactureandtransportdisposablebagseatsupmoreresourcesandcreatesglobalwarmingemissions.
• Plasticbagscauseover100,000seaturtleandothermarineanimaldeathseveryyearwhenanimalsmistakethemforfood
• Approximately60‐100millionbarrelsofoilarerequiredtomaketheworld’splasticbagseachyear
• Mostplasticbagstakeover400yearstodecompose.Somefiguresindicatethatplasticbagscouldtakeover1000yearstobreakdown.
• Collection,haulinganddisposalofplasticbagwastecreateanadditionalnegativeenvironmentalimpact.Anestimated8billionpoundsofplasticbags,wrapsandsacksenterthewastestreameveryyearintheUSalone,puttinganunnecessaryburdenonourdiminishinglandfillspaceandcausingairpollutionifincinerated.*Sourcesfoundat:(Cobb,2008).
NegativeImpactofPaperBags
• Mostgrocerybagpapercomesfromtreepulp,sotheimpactofpaperbagproductiononforestsisenormous.In1999,14milliontreeswerecuttoproducethe10billionpapergrocerybagsusedbyAmericansthatyearalone.Paperbagproductiondeliversaglobalwarmingdouble‐whammyforests(majorabsorbersofgreenhousegases)havetobecutdown,andthenthesubsequentmanufacturingofbagsproducesgreenhousegases.
• Paperbagsgenerate70%moreairand50timesmorewaterpollutantsthanplasticbags
• Ittakesfourtimesasmuchenergytomanufactureapaperbagasitdoestomanufactureaplasticbag.
• "Byusingreusablebags,oneindividualcansaveupto6plasticbagsaweek–or24bagsamonthor288bagsayearor22,176bagsinalifetime”(Reiss,2008).
• Somestudieshaveshownthatpaperbagsgenerallydon’tdecomposeanyfasterinlandfillsthanplasticbags.Thisisduetothelackofwater,lightandoxygenetc,inlandfillsnecessaryfortheidealdecomposingenvironment.
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• Paperbagsusemorespaceinlandfillsthanplasticbags• Themajorityofgrocerybagpaperismadebyheatingwoodchipsunderpressureat
hightemperaturesinachemicalsolution.Asevidencedbytheunmistakablestenchcommonlyassociatedwithpapermills,theuseofthesetoxicchemicalscontributestobothairpollution,suchasacidrainandwaterpollution.Millionsofgallonsofthesechemicalspourintoourwaterwayseachyear;thetoxicityofthechemicalsislong‐termandsettlesintothesediments,workingitswaythroughthefoodchain(Cobb,2008).
Theaboveevidenceclearlysupportstheargumentthatplasticandpaperbagscontributenegativelytowardstheenvironment.Thusasimpleandeasysolutiontothisproblemistousereusablebags.
2.ConsumerPerceptionsoftheFactsaboutDisposableBagUsageWebegancollectingandanalyzingsecondaryresearchtodevelopabetterunderstandingofconsumers’perceptionsofdisposableandreusablebags.Forthispurposewefocusedprimarilyonthestudytitled,BarrierstoBehaviorChange&theApplicationofSocialMarketingTools,whichprovidedvaluableinformationonthetopic.Aswesuspected82%ofthestudy’srespondentsratedplasticbags’impactontheenvironmentassignificantlynegativeandnearly94%wouldliketoseemorerecyclingofplasticbagsinthegrocerystores(Reiss,2008).However,manyhaveahardtimerememberingtobringtheirreusablebagseverytimetheyshop.Secondaryresearchinformedusthatconsumersknowtheyshouldbringreusablebagstothestoresotheycanhelpsavetheplanetandcontributetoabetterenvironmentforthemselvesandtheirchildren.Nevertheless,notmanyconsumersareawareofspecificfactsandnumbersregardingdisposablebagseffectsontheenvironment.Forinstanceinoneyearpaperbagmanufacturerscutdown14milliontrees,rushingglobalwarminganddestroyingourplanetatafasterrate(Pogue,2008).Webelievethatpublicknowledgeconcerningdisposablebags’impactontheenvironmentmustincreaseinordertoseeanimprovementofthecurrentsituation.Inordertofindouthowconsumersfeelaboutreusablebagsweconductedfieldresearch,whichconsistedofshortinterviews,observationandin‐deptinterviews.Throughourprimaryresearchwediscoveredthatenvironmentalconcernwasthemostfrequentlydiscussedtopicwhenweaskedwomenwhytheyusereusablebags,followedbypersonalsatisfaction,individualbenefitsandlastlyguilt.Wediscoveredthatourtargetaudienceisawareoftheoverallnegativeimpactthatplasticandpaperbagshaveontheenvironment,andknowthattheyshouldbeusingreusablebagsatalltimes.Despitetheirunderstandingofthesituationmostwomenadmittoforgettingtheirbags.Severalwomenmentionedduringourin‐depthinterviewsthattheyusedreusablebagsbecauseofenvironmentalconcerns.Onerespondentmentioned;“byusingmyreusablebagitfeelslikeIamhelpingtheenvironment”whileanotherwomanstated,“Thedisposablebagswillbearoundmuchlongerthanyourkids”.Themajorityofrespondentsweinterviewedwantedtomaketheefforttorememberreusablebagsbecausetheyfeelgoodaboutusingthem;theyfeelasiftheyaredoingtheirsharetohelptheenvironmentwhileactingasrolemodelsfortheirchildren.
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Ourrespondentsalsotalkedalotaboutachievingpersonalsatisfactionbyhelpingtheenvironmentandobtainingfeelingsofsuperioritybysettingagoodexample.Thewomenalsofrequentlymentionedtheconnectionbetweenthebagsandtheirpersonalsenseoffashion,styleandtheirappearance.Theydiscussedthemanydifferentstyles,colorsandmaterialsfromwhichreusablebagsaremade.Theysaidtheynotonlyfeelgood,butlookgoodwhileusingthem.Respondentsalsoinformedusthattheindividualbenefitsthattheyexperiencewhenusingreusablebagsareimportant;thesevaryforeachindividualdependingonone’sneedsandpriorities.Thetargetaudiencementionedthatreusablebagsholdtwiceasmanyitemsasplasticbags;thereforetheyhavefewerbagstocarry.Thebagsarewashableandwillbewithusersforyearstocome.Sincetheyaremadeoutoffabrictheywillnotriportearwhenboxeslayagainstthesideoritemsaretooheavy.Thehandlesarealsomorecomfortableforhandsandarebuilttoholdmoreweight.Anotherplusisthatthelongerhandles/strapscanbethrownovertheshouldersothatthewearermaycarryheavierloads.Asabonusmanystoresofferincentivessuchasmoneyoff,discounts,andrewardswhentheircustomersbringtheirownreusablebags.Duringourdiscussionsaboutdisposablebagsseveralwomenmentionedfeelingsofguilt.Thiswasanimportantissueforafewrespondents.Theyfeltguiltyusingdisposablebagsandtheyfeltguiltywhenforgettingtheirreusablebagsathome.Onerespondentmentionedherhatetowardsplasticbagsdrawingattentiontotheiruncomfortablehandlesandlackofdurability.Manyconsumersusedisposablebagseventhoughtheydisliketheirappearance,limitations,flawsandimpactontheenvironment.AccordingtotheWaterloothesis,only3%ofrespondentsreportedfavoringplasticbags(Reiss,2008).Eventhoughthemajoritydislikespaper‐andplasticbags,600disposablebagsaregeneratedeverysecondinCaliforniaand20billionbagsaredistributedeachyear(AlgalitaMarineResearchFoundation,2009).Ifeveryconsumerbringsatleastonereusablebagwhileshopping,itwouldmakeahugeimpactontheenvironment.
B.TheTargetAudienceTheBayAreapopulationisextremelydiversewithlittleoverhalfofthepopulationbeingCaucasian,withanadditional22%beingofAsiandescent.Wecanalsoassumetheareaiswelleducatedandabletoidentifythenegativeimpactsofpaperandplasticbagsontheenvironmentsinceroughly40%ofthepopulationholdsacollegedegreeorhigher.WithalmosthalfofBayAreabeingcollegegraduates,themedianBayAreaannualhouseholdincomeis$73k,whichis$15khigherthantheCaliforniaaverage.AlthoughtheBayAreaisevenlysplitbetweenmalesandfemales,studieshavefoundthatonaveragewomenspendtwiceasmuchtimegroceryshoppingasmen.Takingthisonestepfurtherwecanassumemotherswilltendtobuymoreatthestoreandshopmorefrequentlytoprovidefortheirfamilies’needs(Hamrick&Shelley,2005).WetookacloserlookatthesizethemarketofmothersintheBayAreatodetermineiftheyarethebestgroupforBayROCtotargetwiththereusablebagcampaign.Familieswithchildrenunder18accountedfor31%oftheBayAreapopulationwitheachfamilyaveraging3.3people.Takingthisintoconsideration,wewanttotargettheroughly565,000womenaged25to44,whowilllikelyhavechildrenthat
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areoldenoughtotakenoticeoftheirhabitswhileatthegrocerystore(HearstCommunicationsInc.,2009).Becausetheseeducatedmothershavetheabilitytoinfluenceotherfamilymembers,webelievethattargetingthem,willleadtochangesintheirownhabitsaswellasthoseoftheirfamilymembers.(BayAreaCensus).Aswementionedearlier,manyofthemothersareawareofthenegativeeffectsofnon‐reusablebags,butarestillhavingdifficultyformingthehabitofrememberingtobringtheirownreusablebagstothestore.BytalkingwithBayAreamothers,wewereabletounderstandthatpersonalstyleisalsoextremelyimportanttothem.Inadditiontotheirwillingnesstobeeco‐friendly,“our”mothersalsowanttobeintunewithcurrentfashiontrends.Accordingtothepopularpressreusabletotesarethenation’sfastest‐growingfashion‐accessory,withsalesupfromlastyearby76%(Gamerman,2008).Celebritiesarenowusingreusablebagsandfashiondesignersaremakinglimitededitions,forwhichcustomersarewillingtopaybigbucks.Withbeautifulandhipreusablebagstochoosefrom,thesemotherswillnothavetoforegofashiontohelptheenvironment.BasedontheseinsightswebelievetheBayROCadcampaignshouldfocusonhowmotherscanbebothstylishandsociallyresponsiblebyformingthehabitofbringingtheirownenvironmentallyfriendlybagstothestore.
• Englishspeakers• Mothers• 25‐44yearolds• Childreninthehome• Middletoupper‐middleclass• Educated• Eco‐friendly• FashionableKatisa40yearoldmarriedmotherofthreewholivesintheOaklandhills.AfterearningherMBAKatstartedherownsmallhomedécorcompany,whichsheoperatesoutofherhouse.Katdresseshipandprofessional,whileshemeetswithartiststobrainstormdesignsforhercompany.Shestartedhavingchildrenattheageof30andnowjugglesthethreechildren’sactivitieswithherbusiness.Thekidsarenowbetweentheages611andattendballet,pianolessons,andsoccerpracticetonamejustafew.Katownsahybridandtriestodowhatshecanfortheenvironment,butoftenisinarush.SheshopsatSafewayandotherlocalgrocerystores,althoughsheoftenforgetsherreusablebagsathomeiftheyarenotalreadyinhercar.Sheneedshelptryingtoformthehabitofrememberingherreusablebagseachtriptothestore.
C.The“Competition”Rememberingtobringreusablebagswhenshoppingultimatelycomesoutofhabit.However,inthebusylivesofourtargetaudience,stylishmothersfromtheBayAreawhoworkandhaveanaveragehouseholdincomesof$73K+,establishinganewhabitintheirlivesisdifficult.
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Thesewomen’shecticwork/lifeschedulesareamajorobstacletoformingnewhabitswithoutsignificantmotivationalforces(reinforcementfactors).Ithasbeensaidthatworkingmothershavetwofulltimejobs–themoneymakingjobandcaringforherfamily.Typically,eighthoursadayaredevotedtobusinessrelatedwork.Therestofthetime,mothersmustworryaboutfeedingtheirfamilies,gettingtheirchildrentoandfromschool,sportsgames,parties,andtheoverallwellbeingoftheirfamilies.Theirroutinesaresohecticthatcreatinganewhabitwithinthemisextremelydifficult. Theavailabilityofpaperandplasticgrocerybagsismotivationtocontinuetoacceptdisposablebagsinsteadofencouragingthewomantobringherown.Theavailabilityofdisposablebagsatgrocerystoresisasafetynetformanywomen,assuringthemthat“itisokaytohaveforgottentoday,thereisalwaysnexttime.” Sincebringingyourownbagisnotrequiredbylaw,therearenoconsequencesfornotbringingyourownbagwhenyoushopandwithoutconsistentreinforcementandthreatofpunishment,peoplewillnotchangeasquickly. Positivereinforcementtobringyourownbagtogrocerystoresishelpful,however,therewardsforthisbehaviorareinsignificanttomostpeople,especiallyatthislevelofincome.Inmanylargergroceryretailchains,patronsreceivefivetotencentsofftheirpurchaseperbagbrought.Thesesavingsoffatypicalgrocerystorepurchaseofhundredsofdollarsamountstoasavings/returnoflessthan1%pertrip.Thisisonlyasmallincentivetobringyourownbagtoshopandmanypeoplefindittoosmalltobeworththetrouble. Thelackofknowledgeofthenegativeeffectsprovideslittlemotivationtochangehabitsandhaveapositiveimpactonsomethingthataffectspeopleonaglobalscale.Manypeople“know”thatplasticbagsendingupinlandfillsarebadbutoftenassumethatpaperbagsareanacceptablealternative.Paperbagsmaybreakdowninanidealenvironmentmorequicklythanplasticbags,howeverpeopledonotconsidertheentirelifecyclefromcradletograve,andfailtoseehowharmfultheproductionofpaperbagscanbetotheworld’sairquality.
D.TheMostCompellingBenefitWeCanOfferTargetConsumersforRememberingtoUseTheirReusableBagsoneveryShoppingTripBymakingitahabittobringreusablebagstothestore,onecanexpresstheirindividualstyleandachieveahigherlevelofpersonalsatisfactionfromhelpingtheenvironment.
E.WhyShouldtheyBelieveThis?Asweseefromprevioussectionsmostconsumersdopossessanunderstandingoftheharmfulconsequencesofplasticbagsontheenvironmentandtheyarewillingtomakechangesbutfinditdifficulttochangetheirbehavior.Webelievethatbyofferingthetargetaudiencethestrongerpersonalimpetus,whichisnotonlythepersonalsatisfactionofhelpingtheenvironmentbutalsoawaytoexpresstheirpersonalstyleandpersonality,wecanmotivatethemtochangetheirbehavior.
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Byusingreusablebagswomengetpersonalsatisfactionbyfeelingsuperior.Womenfeelempoweredtobeapartofanenvironmentallyconcernedcommunitythroughwhichtheyarenotonlyabletocontributetoabiggercausebutalsoprovideagoodexamplefortheirchildren. Byusingreusablebags,BayAreaMomswillhelptheenvironmentaswellashaveagreatopportunitytoexpressthemselvesthroughtheirchoiceofreusableshoppingbags,toshowtheirintelligence,responsibilityandsenseoffashion.Weofferthemanotherchancetolookgoodandfeelgood.Therearealotofdifferentreusablebagsonthemarketrightknow,whichrangefrombudgetfriendlyChicobagstoLouisVuitton$1000shoppingbags.Therearedifferentstylesandfabrics,suchasorganiccottonreusablebags.SomesiteslikeBagsOnTheRun.com,giveapossibilitytoputone’sownlogoandstatementonthereusableshoppingbag.Onecanfindasuitablesizeandshape.Therearesome,likeBreezyBags,whicharefivetinyreusableshoppingbagsinonesmallpouchthesizeofasodacan.Thereareoverthreethousanddifferentsites,whereanindividualcanpurchaseabagthatsuitshisorherindividualpreference.
F.ToneThefeeloftheadsshouldbeupbeatandshowtoday’swomeninmodernsettingsusingreusablebagsthatmatchtheirownindividualsenseofstyle.Wearetryingtocommunicateasenseofbeingconfident,intelligentandresponsiblewhileremainingtruetothewomenthemselvesinregardstofashion.Eachoneofthesewomenmakesfashionstatementsandchoicesthattrickledowntoeachwoman’sindividualreusablebag.Theadsshouldbecolorfulrepresentingapositiveoutlookandhighlightthewomeninawaythatshowsofftheirfashionsense.Togetthispointacrosswesuggestthemessagebebroughtbywomenwholooklikethewomenwearetargetingorwhattheywouldliketobeperceivedas.Womenshoulddominatetheadsastonotcreateconfusionastowhotheadsaretargetingandmaleactivityintheadsshouldbekepttoaminimum.Theadsshouldbepositiveandshouldn’tinvolvefactsaboutthenegativeimpactsofnotusingareusablebag.Thepointoftheadsshouldnotbetotryandconvincethesewomenthatusingareusablebagisgoodfortheenvironmentbutthattheycanuseoneandlookresponsibleandintelligentwhilestillremaininguniqueandstylish.
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III.TheCreativeBrief
A.Whyareweadvertisingatall?Toremindpeopletobringtheirreusablebagstothestoreatalltimesandemphasizewhatpersonalbenefitstheycangetfromthisaction.
B.Whoarewetalkingto?WearetalkingtostylishBayAreamoms(30+)whoareonthegoandcareabouttheirselfimageandvariousfashiontrends.Thesemothersareawareofthebroadnegativeenvironmentalimpactofusingdisposablebags(paperandplastic),ownreusableshoppingbags,butoftenforgettobringthem.
C.Whatisthesinglemostcompellingideaweneedtocommunicatetothem?Bymakingitahabittobringreusablebagstothestore,onecanexpresstheirindividualstyleandachieveahigherlevelofpersonalsatisfactionfromhelpingtheenvironment.ReusableBags=style+bonusofhelpingtheenvironment
D.Whyshouldtheybelievethis?
• Ittakes1000yearsforaplasticbagtobreakdowninidealdecomposingconditions(completewithair,water,andlight)withAmericansusing380billionoftheseeachyear
• Ittakes14milliontreestoproduce10billionpaperbagsthatareusedbyAmericanseveryyear
o byhelpingtodecreasethesestartlingnumbersmotherscanalsobestylishbypurchasingreusablebagsfromsomeofthefollowingwebsites:
o http://shesabetty.typepad.como www.bringyourownbag.ca
• FromhighendbagsbyLouisVuittontolowendbagsfromgrocerystores,everyoneis
encouragingthepublictogogreenandthereisboundtobeabagouttherethatcansuiteachindividualspreferences
E.Desiredbrandpersonality/tone?Positive,colorful,rewarding,superior,confident,intelligent,responsible,sexy
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AppendixA:MarketingReferences
WorksCited(n.d.).RetrievedApril2009,fromBagsontheRun:http://www.bagsontherun.com
AlgalitaMarineResearchFoundation.(2009).Trashed:Plastic,PlasticEverywhere.Retrieved
April2009,fromAlgalitaMarineResearchFoundation:http://algalita.org
BayAreaCensus.(n.d.).SanFranciscoBayArea.RetrievedApril2009,fromBayArea
Census:http://www.bayareacensus.ca.gov/bayarea.htm
CityofPaloAlto.(n.d.).ZeroWasteProgram.RetrievedApril2009,fromCityofPaloAlto:
Http://www.cityofpaloalto.org/depts/pwd/recycle/news/details.asp?NewsID=987&
TargetID=151
Cobb,V.(2008,Janurary16th).KeyFactsofReusablebags.RetrievedApril15th,2009,from
ReusableBags:http://www.reusablebags.com/facts.php
Dye,J.L.(2008,August).FertilityofAmericanWomen:2006.RetrievedApril27,2009,from
U.S.CensusBureau:http://www.census.gov/prod/2008pubs/p20‐558.pdf
Gamerman,E.(2008,September26).AnInconvenientBag.TheWallStreetJournal,p.W1.
Hamrick,K.,&Shelley,J.K.(2005,November).HowMuchTimeDoAmericansSpend
PreparingandEatingFood?RetrievedApril18,2009,fromAmberWaves:
http://www.ers.usda.gov/AmberWaves/November05/DataFeature/
HearstCommunicationsInc.(2009).BayAreaMarket.(SanFranciscoChronicle)Retrieved
April28,2009,fromSFGate:
http://www.sfgate.com/chronicle/advertise/sevenday1.html
Pogue,D.(2008,August28).TheBottomLineoftheEcoBalanceSheet.RetrievedApril2009,
fromTheNewYorkTimes:http://pogue.blogs.nytimes.com/2008/08/28/the‐
bottom‐line‐of‐the‐eco‐balance‐
sheet/?scp=6&sq=paper%20bags%20pollution&st=cse
Reiss,A.(2008,April7).UniversityofWaterloo.RetrievedFebruary2009,from
BarrierstoBehaviourChange&theApplicationofSocialMarketingTools:
http://www.fes.uwaterloo.ca/ers/research/490s/documents/AReiss490sThesis.pdf
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InterviewQuestions1.Howoftendoyouuseareusablebag?2.Why?(Askthisinordertofigureoutwhatarethebenefitsofitsusearetothem)3.Whydoyouthinkitishardoreasy*(easyiftheyalwaysdo)toremembertobringareusablebag?
4.Whatdoyouthinkaboutpeoplewhousereusablebags?AdditionalQuestionsforIndepthInterviews(Innoparticularorder)5.Howdoyoufeelaboutpaperandplasticbags?6.Whatmadeyoustartusingreusablebags?7.Whatqualitiesdoyoulookforwhenchoosingareusablebag?8.Doyoufeellikeyou’rechildrenmotivateyoutousereusablebags?9.Howdoyouremembertobringyourreusablebagstothestore?10.Whatproblemsdoyouencounterwhileusingyourreusablebags?
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AppendixB:Scripts
TVAd#1:“ADayintheLife”Thepurposeofthisadistoshowtheindividualstylethatcanbereflectedbyreusablebags.Thisadwillusestrongvisualsanduniquetransitionstoshowcasethefashionandindividualityofthebagswhileachievingahigherlevelofpersonalsatisfaction.
VIDEO AUDIO
POVMS:MARRIEDMOM(Woman1)APPROACHESCOUNTER,PICKSUPHERREUSABLEBAGS;HUSBANDISBEHINDATTHEKITCHENTABLE.ZOOMINTODOOR.
MUSICMARRIEDMOM:Sometimesit’shardtojuggleeverythingatonce.Everydayisadifferentroutine.
POVMS:CAREERWOMAN(Woman2)WALKINGOUTOFHEROFFICEBIULDING,REUSEABLEBAGINTOW.ANOTHERPERSONWALKSTHROUGHTHEFRAMWIPINGTHESHOT
CAREERWOMAN:Differentmeetingstoattend.
POVMS:SINGLEWOMAN(Woman3)WALKINGTOWORDSARECORDSTOREWITHHERREUSEABLEBAG,READYTOBEUSED.ZOOMINTOTHEBAG.
SINGLEWOMAN:Differentplacestoexplore.
CU:OFTHEBAGBEINGLOADEDWITHGROCERIES.THECAMERAZOOMSOUTTOREVEALMARRIEDMOMATTHEGROCERYSTORECHECKINGOUT.WHENTHEBAGISALLPACKEDUP,SHEPICKSITUPANDWALKSTOWARDSTHECAMERAUNTILTHEBAGFILLTHEENTIREFRAME.
CU:THEBAGFILLINGTHEENTIREFRAMETHANPULLSOUTASCAREERWOMANWALKSOUTOFABOUTIQUE
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WITHHERREUSABLEBAGFULLOFCLOTHES.SHESTOPSONTHECORNERASABUSDRIVESBYWIPINGTHEFRAME
LS:SINGLEGIRLCROSSINGTHESTREETTOWARDSCAMERAWITHHERBAGENTERINGAMOEBA/RASPUTIN.SHEWALKSINTOTHEFRAMECREATINGANATURALDIPTOCOLOR.
MS:CAREERWOMANWALKINGAWAYFROMCAMERA.CAMERAPANSPASTASTOREDISPLAYTHATWIPESTHEFRAME
CAREERWOMAN:Buttheonething.
MS:SINGLEWOMANPULLSOUTAVINYLRECORDANDPUTSTHEBAGDOWNINFRONTOFTHECAMERA.
SINGLEWOMAN:Thatalwaysgetsmethroughtheday.
POVMS:MARRIEDMOMRETURNSTOKITCHEN.SHEISUNLOADINGHERBAGONTHECOUNTER.
MARRIEDMOM:Ismybag.
CU:MARRIEDMOM’SREUSABLEBAG.CG:BAYROCLOGOWITHTEXT.
FEMALEANNCR:Makeitahabitandgrabit.
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TVAd#2:“BreakingtheHabit/TheWalk”
Thepurposeofthisadistoshowhowusingthereusablebagcansimplifyawoman’slife.Thisadfocusesonthechangeinhabitneededtomakeadifference,andacalltoactionthatalsodemonstratesitsrewards.ThistargetstheBayAreawomanwhoownreusablebagsanddonotactivelyusethem.Theobjectiveistoleadtheaudience[intousingtheirbags]byexample,andtovisuallyimplyhowfashionableitistousetheirbag.
VIDEO AUDIOMS:WOMANWAKESUP.
MUSICALPHRASE
OTS:WOMANPULLSONAT‐SHIRT
MS:WOMANGRABSHERLUNCHINHERHANDS,NOBAG.
FS:WOMANLOOKSINTHEMIRROR,SIGHS
CU:WOMANWALKSOUTOFHOUSE;WOMANISNOTFEELINGCONFIDENT
MS:WOMANWAKESUP
MUSICALPHRASE
OTS:WOMANINFRONTOFMIRRORHOLDINGUPADIFFERENTTWOBLOUSES.
CU:PACKSHERLUNCHINAPLASTICBAG.
FS:LOOKSATHERSELFHOLDINGTHEPLASTICBAGWITHHERSEMI‐CUTEOUTFIT.SIGHS.
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FS:WOMANWALKSOUTOFHOUSE;WOMANISNOTFEELINGCONFIDENT
CU:WOMAN’SDISSATISFIEDFACE.
MS:WOMANWAKESUP.
MUSIC
OTS:WOMANSTANDINGINFRONTOFMIRRORINASUIT,SMILINGATHOWGOODSHELOOKS.
CU:PACKSHERLUNCHINAREUSABLEBAG.
FS:LOOKSATHERSELFHOLDINGTHEREUSABLEBAGWITHHERVERYSTYLISHOUTFIT.SMILESCONFIDENTLYINTHEMIRROR.
FS:WOMANLEAVINGHERHOUSEWITHHERREUSABLEBAG.
CU:WOMANARRIVESATWORKWITHHERREUSABLEBAG.
FS:PEOPLEGLANCINGATWOMANASSHEPASSES.
MUSICALPHRASE,BUTDIFFERENTFROMPREVIOUSONE
CU:THECLOSETWITHTHEBAGSBEINGSWEPTAWAYTOMAKEROOMFORTHENEWREUSABLEBAG.
MS:WOMANLOOKINGSATISFIED,LIKESHEHASACCOMPLISHEDAGOAL.
FS:WOMANGRABSTHENEWBAGANDWALKSTOTHEDOOR.
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CU:THEREUSABLEBAGSWINGINGONHERARM.
VO:Findabagthatmeanssomethingtoyou.
FS:WOMANWALKINGDOWNTHESTREETWITHHERBAG.AMANDOESADOUBLETAKEORSTOPSTOWATCHHERPASS.
VO:Areusablebaghelpsyoustylishlyexpressyourself.
LS:WOMANENTERSTHESTOREWITHREUSABLEBAGS.
VO:ThishasbeenamessagefromBayROCremindingyouto.
CG:BAYROCLOGOWITHTEXT VO:Makeitahabitandgrabit.
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TVAd#3:“MyReusableBag”Thepurposeofthisadistoshowwhyandhowdifferentindividualsusetheirreusablebags.Thisisamontageofdifferentpeopletalkingabouttheirbagsandwhattheylikeaboutthem.Wewillincludethefashionaspectthroughvisualelementsinthecommercial(i.e.,talent’sclothing;designonthebag;andthelocation).
VIDEO AUDIOMS:SUBURBANHOUSEWIFEINFRONTOFWHOLEFOODSINMARIN.
MUSICHOUSEWIFE:Iusemyreusablebagbecause.
MS:YOUNGHIPGUYINFRONTOFSAFEWAYINTHECASTRO.
YOUNGHIPGUY:Becauseit’sahabit.
MS:OLDERWOMANINFRONTOFBERKELEY’SRASPUTIN.
OLDERWOMAN:Formygrandchildren.
MS:HOUSEWIFEINFRONTOFWHOLEFOODS.
HOUSEWIFE:Confidence.
MS:MOTHERWITHKIDSINFRONTOFGROCERYSTOREINSANJOSE.
MOTHER:Idoitbecauseit’sstylish.
CU:HOUSEWIFESMILING. VO:Thoughareusablebagmeansdifferentthingstodifferentpeople.
CU:YOUNGHIPGUYSMILING.CU:OLDERWOMANSMILING.
VO:Areusablebagisthewaytoexpressyourself.
CU:MOTHERWITHKIDSINFRONTOFGROCERYSTOREINSANJOSE.CG:BAYROCLOGOWITHTEXT.
VO:Makeitahabitandgrabit.
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RadioAd#1:“Testimonials”
SFX:Grocerystorebackground.SFX:Playgroundwithkids.SFX:Distantambientnoise.
YOUNGWOMAN:Iusereusablebagsbecause.OLDERWOMAN:They’restylish.YOUNGMAN:Durable.CHILD:Minehasawesomecartoonsonit!WOMAN:Iusereusablebagsbecausetheyareenvironmentallyfriendly.ALL:(EXCITED,PROUD)It’sagoodhabit!FEMALEANNCR:Whateveryourreasonforusingreusablebags:Makeitahabitandgrabit.AmessagefromtheBayAreaRecyclingOutreachCoalition.
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RadioAd#2:“TheOne”
SFX:Thesoundsofagrocerystoreinthebackground‐thebeepsfromtheregister.SFX:Grocerystoremusic
ANNE:Jen,I'vebeenlookingforawhile,andIthink....IthinkI'vefinallyfoundtheone!JEN:(DELIGHTED)That’sgreat!Tellmemore!ANNE:WhatcanIsay!Thisone'sgotitall!Strong,handy,alwaysthereforme...JEN:Oooh,howexciting!What'rewetalkingaboutinthelooksdepartment?ANNE:Oh,youshouldseemewalkingdownthestreetwiththisoneintow.Everyone'stotallyjealous.JEN:Soundsawesome!What'stheirname?ANNE:(CONFUSED)Name?No,no,sweetie.I’mtalkingaboutmyenvironmentallyfriendlyreusablebag!FEMALEANNCR:Reusablebagsmightnotbeareplacementforan(EMPHASIZE)actualrelationship,butwepromisethey’llmakeyourshoppingtripsawholelotbetter!Makeitahabitandgrabit.AmessagefromtheBayAreaRecyclingOutreachCoalition.
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AppendixC:PrintAds
22 Print ad 2
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AppendixD:Credits
AccountPlanningandResearchTeam
AnnaAggerydCarolynHomChristinaMottDallasTillman
NadzeyaHuselnikavaPaulWard
CreativeTeam
Producer:TeriYan
Director:
ChrisMacDougall
AssociateProducer:SarahMendoza
Copywriters:
JeremyWesler‐BuckElliotRoe
ArtDirectors:
CrystalMarieMitchellJoseRamirez
DirectorofVideography:
JeremyWesler‐Buck
LightingDirector:JohnRomo
AudioTeam:MattBernotChrisHardyOscarSuJohnRomo
Editors:
RosannaYungTeriYan
ChrisMacDougall
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AssistantDirector:ElliotRoe
ProductionAssistant:
RosannaYung
ActingTalent:CandyChurillaKellyHunterChristinaKim
DawnTroupe‐Masi
VoiceTalent:CandyChurillaChristinaKimDeborahMay
MusicProducer:J.D.Calloway
SpecialThanks:JamieFalletti
FallettiGroceryStoreDieselBookstoreTheFeagleyFamily
SpecialThanks:
RicardoGomes,ChairDAIJeffJacoby,BECA
ScottPatterson,ChairBECAJeffRosenstock,BECAEquipmentRoom
LenaZhang,BECA
BAYROC
ExecutiveProducers:HamidKhani
KathyO’Donnell
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