2011 Winners & Shortlists

Results and Effectiveness

We cut paper consumption of Batelco offices around the network by 50% - The campaign became an environment awareness message for Bahrain, becoming a regional movement. - 15 local companies and Batelco’s regional network adopted the initiative and together will save 104 tonnes of pape, nearly 2,200 trees.  - The campaign incurred 0 cost and generated over USD 294,429 worth of unpaid media publicity. Union Press re-printed our posters for free, Kassab Media and Bahrain’s two biggest malls sponsored all their sites. Batelco’s network was inspired to initiate the practice of re-printing on the back of old posters.

Creative Execution

We collected used sheets of paper in boxes around the Batelco office. The sheets were then flipped around, cut and turned into notepads to write on the blank sides. The rest of the paper was stacked, wrapped into reams and used for printing again on the blank sides. As we discovered checking with Xerox, this was safe for printers. 8 Different environmental communication messages were designed as notepad and ream covers on different topics like the conservation of electricity, oxygen, water & more. In the same vein as our notepads, our outdoors were printed on the back of old Batelco posters. These were spread across the mall floors and car parks of Bahrain’s City Center and Seef Malls. Our re-printed posters were also present in key locations across Bahrain extending the campaign’s impact further.  We were able to not just convey our message effectively, but lead by example too.

Insights, Strategy and the Idea

Batelco, Bahrain’s leading Telecommunications Company, wanted to design a notepad for internal use. The problem was that environmental concern is not one of the highest priorities to the Bahraini community. With restricted land, Bahrain’s landfills need to be carefully controlled. Yet, of Bahrain’s daily waste 800 tonnes is comprised of recyclable paper. However chemicals used for recycling are not entirely environmentally friendly. Batelco’s 1600 employees in Bahrain use 16 million sheets of paper per year themselves. The challenge was to produce notepads for Batelco without adding to the problem.