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Don’t buy junk
and
Four Fit Challenge
- digital awareness campaigns
Gunilla Carlsson
Communications Manager, Sysav
Chair of the ISWA WG on
communication
september 9, 20151
september 9, 2015 / bild 2
Consumption!!!
● Not for staying alive
"
● Not for functional needs
" (warm clothes, food, transportation e t c)
Almost all consumption is
of symbolic value!
(flat-screen, new kitchen, new car e t c)!
Consumption – a tool
for creating identity
● Consump*on"creates"common"values"
" and"symbolic"systems!"Consum*on"
creates"iden*ty!"
"
● Consump*on""gives"”meaning"to"our"
" lives”"in"rela*on"to"other"people.""
"
Consump*on"shows"
"who$we$are$$
"and""what$we$are$not
Mobiltelefoner+
Orlando+2004,+Chris+Jordan+
Strive to minimize
waste
Intermediate objective
The municipality must, in its
efforts to pass on information
about waste, provide information
about the role of consumption in
waste production and the
opportunities that exist within the
municipality for minimizing waste
and for re-use.
september 9, 2015 / bild 5
31 % of Sweden's
population believe their
private consumption
plays a small or very
small role in the total
amount of waste.
!!!
september 9, 2015 / bild 6
Our aims?
•  To encourage people
to understand the link
between consumption
and waste volumes.
•  Change in behavior!
september 9, 2015 / bild 7
How to reach people?
september 9, 2015 / bild 8
Message
• 
• 
• 
• 
• 
• 
Personal
Thought-provoking
Politically neutral
No lectures
Fun format
Viral potential!
september 9, 2015 / bild 9
The campaign
”Don’t buy junk”
•  Website with a test:
The Story of Your Waste,
created as a parallax-scroll
•  Contest (as an attraction)
•  Short sharable articles
september 9, 2015 / bild 10
Marketing
We decided not to use
anything that will
eventually become waste
(eg paper, leaflets) but
keep it digital and use
our 14 ownermunicipalities existing
channels for
communication.
The campaign, test and
articles were shared on
facebook and websites.
september 9, 2015 / bild 11
september 9, 2015 / bild 12
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Results
•  All our goals were
exceeded
•  Attention in the
blogosphere
•  Finalist i European
Week for Waste
Reduction Awards
september 9, 2015 / bild 15
New focus 2014:
Texile waste
september 9, 2015 / bild 16
Don’t buy junk 2.0
•  Scrolling adventure, The Story
of Your Clothes
•  Youtube-tutorials on how to
repair common things that
happens to clothes, ”Sysavs
Sewing School”
•  Hashtag for Instagram #bratextil
(”good textile”)
september 9, 2015 / bild 17
september 9, 2015 / bild 18
Next campaign?
A challenge!
september 9, 2015 / bild 19
Four Fit Challenge
•  Use only four items of clothing
during one week, to raise
awareness of the textile
production and garment
workers working conditions
•  Participate as an individual or
as a company/organization
•  Accept the challenge, and
challenge others
september 9, 2015 / bild 20
september 9, 2015 / bild 21
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Do you accept the
challenge? !
www.fourfitchallenge.se
september 9, 2015 / bild 23