We chose green

An educational campaign that reminded us of the importance of preserving the environment and sustainable living.

3 min to read
Written by: Ana Despot

Environmental protection and sustainability are increasingly important topics today. In order to motivate young millennials to daily behavioral changes and to preserve the environment, for the first time Nestlé in Croatia launched Biraj Zeleno campaign during August and September on the importance of a sustainable lifestyle.

Environmental protection and sustainability are increasingly important topics today. In order to motivate young millennials to daily behavioral changes and to preserve the environment, for the first time Nestlé in Croatia launched Biraj Zeleno campaign during August and September on the importance of a sustainable lifestyle.

Nestlé is aware of its impact on the environment and is making great efforts to protect it, so this message was the drive behind our campaign – with every small step, each of us can contribute to a greener future!

The task of the agency was to prepare a communication strategy, but also a creative concept of the campaign that included internal and external communication, relying on the engagement of employees, media, influencers and relevant experts from the public sector.

We launched the campaign with a press release and press kit, sending Nestlé products whose packaging is made from recycled materials, encouraging the media and influencers to get involved in the campaign and initiate change.

We defined three environmental themes and divided the campaign into three phases. In each of the phases, Nestlé, with the help of experts and influencers shared practical advice and encouraged young people to actively engage in order to build environmentally friendly habits. By following #birajzeleno on social networks, all those interested could join the creative competition and show how they reduce the use of water and plastic in their daily lives, and how they manage waste, with a special emphasis on food waste.

In cooperation with the Jutarnji.hr portal and with the help of experts, we shared practical advices and also conducted research, the first of its kind in Croatia, on the topic of sustainable living. In reserach participated 141 respondents which results showed that young people in Croatia are interested in the topic of environmental protection and that they are ready to learn more.

Six influencers joined the campaign which supported over 100.000 followers and in the two months of the campaign we made 28 media publications, 21 unpaid Instagram posts, we placed one exclusive interview and achieved a total media reach of 1.625.417 with a 100% positive tone of all communication.

We have successfully included three relevant experts in the campaign – two from Croatian Institute for Public Health (HZJZ) and one from Croatian Association for Waste Management (HUGO), as well as the organization Global Compact Croatia.

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Most valuable piece of information is that 225 people turned to CAHIV for help during the campaign, while 260 people took part in counseling and testing.

We chose green

An educational campaign that reminded us of the importance of preserving the environment and sustainable living.