2016 Winners & Shortlists

RECYCLE TO LEARN

Bronze

Case Film

Presentation Image

Client/BrandUBCI BANK BNP PARIBAS
Product/ServiceCORPORATE SOCIAL RESPONSABILITY
EntrantHAVAS WORLDWIDE TUNISIA Tunis, TUNISIA
Type of EntryPR: Practices & Specialisms
CategoryCorporate Responsibility
Entrant Company HAVAS WORLDWIDE TUNISIA Tunis, TUNISIA
Advertising Agency HAVAS WORLDWIDE TUNISIA Tunis, TUNISIA
Media Agency HAVAS MEDIA TUNISIA, TUNISIA
Production Company THE BOAT Paris, FRANCE

The Campaign

The UBCI bank of BNP Paribas group wanted to raise awareness among it's clients about the dangers of littering and their excessive consumption of bank receipts. The idea is to transform the useless bank receipts into notebooks for children in need. To this purpose, we amended the ATM message from 'Do you want a receipt? To 'do you want to donate your bank receipt to help a child in need have a notebook ? '. UBCI used all its ATM's network as a medium to display its awareness message, involving directly its clients in a social cause. After one month, we managed to collect enough paper to make thousands of notebooks. As a result, more than 90% of our clients joined the initiative and donated their receipts at least once enabling us to cover more than 67% of deprived schools in the country. Finally, We wanted to raise awareness among kids about the dangers of littering by creating 'a postal notebook'. To this end, we added special specifications to its design in order to transform it into an envelope. in turn,this design allows children to donate their notebooks at the end of the school year by posting them in order to be recycled again and have a second life.

The Brief

The major goal of our action is to raise awareness among our clients and indirectly other bank's clients about their banking bad habits. A single thrown receipt may seem insignificant but hundreds of thousands of receipts thrown away each month can be harmful to the environment. Through this campaign, UBCI tried to resolve this issue related to consumers' habits that may indirectly reduce or solve other social issues.

Execution

The campaign was spread all over the UBCI ATM's network. First, we amended the displayed message on the screen, encouraging clients to donate their bank receipts in order to make notebooks. If the customer donates his receipts, it will be printed and automatically retrieved by the machine. At the end of each month, all the collected receipts are sent to a recycling center. Once the recycling process is complete, we start the distribution of the notebooks in the schools starting area by area. Finally, We wanted to raise awareness among kids about the dangers of littering by creating 'a postal notebook'. To this purpose, we added special specifications to their design in order to transform them into envelopes. In turn, this design allows children to donate their notebooks at the end of the school year by posting them in order to be recycled again and have a second life.

More than 90% of our ATM's clients have adopted this cause and donated their bank receipts at least once, and about 70% of the clients repeated the action at least once more. Furthermore, UBCI has collected during the first month enough paper to make thousands of notebooks enabling us to cover more than 67% of deprived schools all over the country. Thanks to the client's involvement UBCI took the engagement to repeat this action again next year

The Strategy

In order, to reach all our clients, we adopted a frontal strategy where the idea is to directly edit the question that appears on the ATM's screens. In fact, Tunisians are very careful and cautious in all things related to their money. Starting from this fact, having all their attention during an ATM transaction is guaranteed, which facilitates the display of our awareness message.

Credits

Name Company Position
Pascal Allard Havas worldwide Tunisia CEO Havas North Africa
Ines Achour Havas worldwide Tunisia CEO Havas Tunisia
Nizar Maalej Havas Worldwide Tunisia Creative Director
Oussema Yahyaoui Havas Worldwide Tunisia Copywriter
Arslen Besbes Havas worldwide Tunisia Copywriter
Yassine Douira Havas worldwide Tunisia Art Director
Haythem belhassen Havas worldiwde Tunisia Art Director
Mourad Bouabid Havas worldwide Tunisia Tv prod
Omar Kamoun Havas worldwide Tunisia Sound Engineer
Souhail Aloui Havas worldwide Tunisia Graphic Designer
Benjamin Lacourt Freelance Director
Adlan Mansri Freelance Photographer