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Green Campaign City Helsinki

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Logos

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Key stakeholders

Finnish youths and young adults

Aged 16 to 26

Interests: music, sports, entertainment,

computer, internet, social media (Facebook),

parties, having fun with friends

“I don‟t care as long as it‟s fun!”

“I don‟t care about tomorrow as you just

live once”

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Key stakeholders

Different groups:

Sporty youth (especially ice hockey)

(Heavy) metal culture

Artistic youth culture

“Hipster” culture (independent music, varied

non-mainstream fashion sensibility, alternative

lifestyles)

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Key stakeholders

Effective ways to reach them:

Facebook, Blogs, Twitter

Free City magazine (available in many

public places, includes information about

Helsinki‟s daily fashion-, lifestyle- and

entertainment events)

Raitiovaunujen mainostaulut (public screens

in all HSL trams)

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Possible slogans

I Helsinki

(Green means life! Wanna live?) Live green!

There is no Planet B.

Messy is out! Be green and clean!

Green spirit (Color the city – color it green!)

Stop, drop, and recycle!

Dump the junk!

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Promoting the campaign

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Jukka Poika

Finnish Reggae musician

Promotes the "peaceful behavior"

campaign in Helsinki's trams and trains

(HSL)

suits well to

green campaign

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Jare & VilleGalle

Rap duo

Connection to ice hockey (song for the ice

hockey world championship 2011)

Songs are about drinking, partying, sports

Not known for

environmentally

conscious behavior

attract attention

of target group

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Mikael Granlund

Youngest member of the

Finnish ice hockey team

Young and successful -

“national hero”

Might be “too nice”

(no negative headlines

about him)

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Jukka Jalonen

Trainer of the national ice hockey team

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Antero Mertaranta

Well-known sports

commentator in Finland

Connection to ice hockey

Would be good for

radio advertising

Stars connected to ice

hockey might be “risky”

in case Finland´s team loses

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Ideas concerning transport

Park & ride

Bus shuttle

High parking fees

Bike park

Rickshaws

Street barriers

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Greening Events before Helsinki City Events

Awareness beforehand

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Flash mob creating awareness for GREEN transport

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Performance

Informed participants meet at Senaatintori

One participant starts cycling around statue of

Alexander II (center of square)

Other bikers act normal (talking, drinking, taking

photos, etc.)

Other bikers join first cyclist step-by-step

Final picture: all bikers cycle in circle around

square (Filmmakers film entire flash mob

(ground and air perspective)

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Publication

Film material edited & accompanied by music

Published on YouTube, via Facebook, at

Helsinki City homepage and possibly TV

channels

Goal: reaching Finnish youth and young adults

from 16 to 26 years

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Greening Events @ Helsinki City Events

Awareness on site

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Flash mob creating awareness for WASTE generation

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Requirements

Place: waste-bin at event (away from loud

noises/stage)

Date & time: Shortly (30 minutes) before beginning

of certain event

Call-up information on date, meeting place and song

to be studied (Michael Jackson‟s “We are the world“)

Call-up via Facebook & at few ticket selling points

(not all as not everyone should know beforehand!)

Playback for Michael Jackson song “We are the world“

Filmmaker

50 to 100 participants, preferably more

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Song Chorus

We are the world, we are the children

We are the ones who make a brighter day

So lets start giving

There's a choice we're making

We're saving our own lives

Its true we'll make a better day

Just you and me

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Performance Informed participants meet around agreed waste bin

One participant drops waste next to bin

Participants act normal (talking, drinking, eating, etc.)

Waiting for green person to take heart and throw waste

into bin

That second participants

start to applaud and sing

Michael Jackson song

“We are the world“

accompanied by playback

Filmmaker films entire

flash mob

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Publication

Film material edited & accompanied by music

Published on YouTube, via Facebook, at

Helsinki City homepage and possibly TV

channels

Goal: reaching Finnish youth and young adults

from 16 to 26 years

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Waste Deposit Belts

Waste Guards

Awareness on site

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Waste Deposit

Every visitor has to pay 5€ at the entrance

in order to get a trash bag

When trash bag is returned full, 5€ are

returned

If trash bag is not returned City Helsinki

can use the money to pay the final

cleaning

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Belt

Belt is distributed at the entrance

conversely to a deposit

Belt includes can holder, little ashtray and

loop for trash bag

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Waste Guards

Waste guards all around the

festival area

Tasks: create attention, make

people aware of their behavior

Use of a funny noisemaker

(e.g. horn) every time a

visitor dumps waste

Clothes: T-shirt with slogan

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Trash Idol

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pre-finals via Facebook, blog, YouTube-channel

Write “your own trash-song”, make a video,

post it and let the audience vote! (10 finals)

finals (10 finals live on “stage”)

have a jury to decide on the winner

Trash Idol

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Silent Disco

Creating awareness

for NOISE generation

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Requirements Place: area in front of stage at event

Date & time: Directly after official event end

Call-up via Facebook, Helsinki City homepage, at

ticket selling points and at the door

Company providing headphones & other

equipment, e.g. Silent Disco:

http://silentdiscotheque.com/

Who pays (how much) for hiring headphones,

etc.?

Filmmaker

200 to 400 participants

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Performance

Final sign up (and payment) at entrance

event day

Headphones handed out directly after

event end

Silent disco for 2 hours

Filmmaker films entire silent disco

Participants„ comments taped

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Publication

Film material edited & accompanied by music

Published on YouTube, via Facebook, at

Helsinki City homepage and possibly TV

channels

Goal: reaching Finnish youth and young adults

from 16 to 26 years

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Thank you for your attention!