Batelco, Bahrain’s leading Telecommunications Company, wanted to design a notepad for internal use.
The problem was that recyclable paper comprises 800 tonnes of Bahrain’s daily waste. However, chemicals used for recycling are not entirely environmentally friendly.
With 1,600 employees, Batelco themselves use 16 million sheets of paper per year. The challenge was to produce notepads for Batelco without adding to the problem.
We collected used sheets of paper, flipped them around, and turned them into notepads to write on their blank sides. The rest of the paper was stacked, wrapped into reams and their blank sides used for reprinting.
8 different environmental communication messages were designed as notepad and ream covers. These designs became ads in magazines and newspapers.
The designs became indoor & outdoor posters across Bahrain, reprinted on the back of Batelco’s old campaign posters. The environment communication messages became radio spots. The notepads inspired a Facebook application.
Success of the Campaign
- We cut paper consumption of Batelco offices around the network by 50%.
- 15 local companies and Batelco’s regional network adopted the initiative and together will save 104 tonnes of paper, nearly 2,200 trees
- Campaign incurred 0 cost: Union Press sponsored printing. All magazines and few leading newspapers sponsored up to 3 months ad space. Kassab Media sponsored outdoor and indoor sites. City Center and Seef Mall sponsored sites within premises.
- Generating over USD 294,429 of unpaid media, it spread environmental awareness in Bahrain.
- We received over 320,000 Facebook tab impressions, 30% of Bahrain’s population.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Used sheets of paper were collected in boxes placed around the Batelco office. The sheets were flipped around, cut and turned into notepads to write on the blank sides.
The rest of the paper was stacked, wrapped into reams and their blank sides, used for reprinting.
8 Different environmental communication messages were designed as the notepad and ream covers covering topics like conservation of electricity, oxygen, water & more.
These notepad cover designs were turned in to ads across magazines and newspapers.
And into indoor and outdoor posters, printed on the back of Batelco's old campaign posters.
The outdoor advertisements were placed across Bahrain’s key locations and public squares and within mall floors and car parks of City Center and Seef Mall.
The environment communication messages became radio spots.
The notepads inspired an interactive Facebook application which generated comments, sharing and engagement online.