THE GREEN UMBRELLA Let’s keep a clean Romania!

Context Environment protection was a main priority for our company since the beginning of our activity in Romania – Respecting all European standards inside the company – Support young researchers in their activity for finding solutions for environment issues A research made by URBB in 2006 showed that 95% of Romanians consider environment protection important and very important, but only 2% consider that can do something for the environment

Solution – Green Umbrella platform 2007 – launching of the program in collaboration with Environment Ministry Slogan: Let’s keep Romania clean! Objective: change Romanians perception that their gesture doesn’t count How? By offering them examples to follow and advices easy to implement in their life

Audiences Indirect beneficiaries The vehicles The partners Direct beneficiaries I. Local communities II. Large public Environment and Forests Ministry Collective waste associations KOLs – Campaign Ambassadors Local media Central press City Halls Environment authorities Environment NGOs Green Umbrella Events Volunteers Employees – campaign ambassadors On-line communication Local City Halls Audiences Indirect beneficiaries The vehicles The partners Direct beneficiaries I. Local communities II. Large public Environment and Forests Ministry Collective waste associations KOLs – Campaign Ambassadors Local media Central press City Halls Environment authorities Environment NGOs Green Umbrella Events Volunteers Employees – campaign ambassadors On-line communication Local City Halls

Messages and key objectives Indirect beneficiaries  Endorsement The vehicles  Sympathy The partners  Support Direct beneficiaries  Behavior change We can change future together We have to give a positive example to people A simple gesture today save a life tomorrow We respect our promises Green Umbrella

Strategy – 5 years action plan 2007: focus on ATL communication in order to create awareness of campaign messages 2008: focus on on-line communication in order to obtain favorability and develop KOL 2009: focus on BTL actions in order to create the interaction with our public 2010: create the link between national and local authorities and the citizens of main cities in Romania 2011: develop a national platform to involve central authorities – local authorities – citizens

Our story We started in 2007 with a dream that we had, that of generating awareness concerning Romanian’s civic habits In 2008 we have launched as the place where all the ones that share our vision can meet. In 2009 the caravan “Starting now, your city is more green!” visited 8 main cities from Romania and interact directly with persons delivering them our messages In 2010 we launched “The Green Capital of Romania”, our greatest achievement, a competition between the main cities of Romania In 2011 … we will continue Romania Green Capital competition, by opening the subscription to all cities from Romania

The Green Capital of Romania 2010, the 1 st edition “ It is more than a big environmental campaign, it is a program that recognizes the efforts of the local authorities to make improvements in the community’s life, in a common effort ” Minister of Forests and Environment, Laszlo Borbely Outcome: 10 cities that subscribed Informing and greening actions in five cities: Timisoara, Alexandria, Cluj-Napoca, Brasov, Sfantu Gheorghe The winner city was Brasov

“Romania Green Capital” Romania’s Green Capital – a competition dedicated to local city halls and the citizens from those cities. The mayor subscribe the city in the competition by submitting a registration file with information about environment protection strategy. ACTION PLAN Direct campaign with the city halls Press release for announcing the campaign BTL Activities under the message “Your city can become Romania’s Green Capital” Award Gala – we organized a big event in Bucharest where we invited mayors and KOL and we announced the winner, the city which will hold the name “Romania’s Green Capital”.

Events photos

Photos

Press clipping

Romania’s Green Capital 2010 / Results 11 cities that submited at the competition, and direct contact with all 47 local City Halls targeted. Events in 8 cities Involving over 1500 volunteers in the country Distributing campaign car stickers in 2010 Direct interaction with over 100,000 people; OTS/H: 9456k Collected over 15 tones of recyclable waste Brasov is the big winner, the city which will hold the name “Romania’s Green Capital” in 2011

Celebrating Brasov, the Green Capital of Romania in 2010

Volunteering We believe that volunteering has the power to make any community grow and responsibility is a matter of personal option Anyone can share the values of the Green Umbrella by: – Becoming a responsible driver – Being a blogger partner – Involving as a Green Umbrella volunteer

The Green Umbrella Ambassadors

What are the lessons we learned ? The importance of taking action now The importance of good examples See the bigger picture, don’t be afraid to put big objectives Volunteering inspires people’s lives, can become part of the life style, we need it as a humans Community develops with the help of volunteers, by sustainable development plans of local authorities, with the support of central authorities and a lot of…. TRUST, BELIEVE and OPTIMISM

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