In the summer 2009, High Road developed a fully integrated campaign for the launch of the City of Ottawa Green Bin program. The primary focus of the program was on social marketing to change behaviours and attitudes around sustainable practices, specifically composting.
The integrated campaign included: media relations, community outreach, advertising, strategic communications, events and school, volunteer and workplace programs. Our digital role was to develop a Web site and social media hub to hold all of the program’s information and assets while engaging Ottawans in a dialogue with their city, their community and their neighbours about the importance of the Green Bin program. Changing how Ottawans think about and dispose of organics required a fundamental shift in behavior in a population that spans substantial geography, a diversity of demographics, language needs and attitudes on green issues. The Web site would have to offer a little something for everyone in order to be successful.
Thematic brainstorms and continued collaboration drove the development of the design concept including – new content, Flash-based simulations, imagery, social media integration of Facebook, Twitter, YouTube and Flickr as well as future interaction considerations like ward challenges, and games which will be rolled out in phase two and three. Greatly enhanced social features make it easy for users to spread the word to their friends and family online and offline, and encourage them to return to the web site on a regular basis. A full measurement framework was also developed in order for the City of Ottawa to accurately measure the effects of each program asset.