This document outlines a campaign called #LiterallyLitterFree aimed at reducing littering in Dhaka, Bangladesh. The campaign will target 18-30 year olds using social media influencers to promote the message that individual efforts can make a big impact. Activities will include distributing stickers, t-shirts, and holding school cleanups. The campaign budget is 799,985 BDT and will run for one year using social media, advertisements, and on-ground activations.

1. CAMPAIGN #LiterallyLitterFree
“শহর যখন ত োমোর,
দোয়িত্বটোও
ত োমোর!”

2. On an average a pedestrian litters every 6 minutes in Dhaka.
Individuals under 30 are more likely to litter.
1700 and 2500 tons of solid wastes are left unattended by the Dhaka North and South city Corporation.
During Eid-Ul-Adha 26,000 tones of litter is generated.
FINDINGS and
INSIGHTS
People are already
aware that throwing
garbage is bad but
they do it anyways as
they think their “small”
contribution doesn’t
have a significant
effect on the situation
People are driven by
encouragement. The
TG is highly likely to
catch a trend and follow
it vigorously as we’ve
seen countless times
Trends create a huge
buzz in social media
and a huge portion of
the people there talk
about “what’s
happening a lot”

3. OUR OBJECTIVES
and EXPECTED
OUTCOMES
AUDIENCE
EXPECTED CHANGE IN PERCEPTION
OUR
OBJECTIVES
EXPECTED
OUTCOMES
Create social deterrence and
make littering UNCOOL!
Create a sense of self
awareness and achievement
if they can contribute to the
society and do their part in
making it a better place.
◈A sense of consciousness
among the people about the
detrimental effects of littering.
Conscious people will keep
the society clean and make it
a better place for living.

4. Geographic Urban areas ( Mainly Dhaka &
Chittagong)
Demographic Age : 18-30
Life Stage: Educated young adults.
Occupation: Blue collar job holders
& students.
Socio-economic Class: Middle to
high.
Gender: Unisex.
Psychographic Personality: Aspires to be a good
and responsible citizen.
Attitude: Easily motivated and
influenced by others. Mainly
followers .
Life Style: Out going and risk taker.
Value: Can differentiate between
right and wrong.
Behavioral User Status: Uses road on a daily
basis. Stays outside for most of the
time.
Occasions : Litters almost on a
daily basis but annually increases
dramatically during social events
(e.g- Eid, Puja, Pahela
Baisakha/Falgun etc )
TARGET
AUDIEN
CE
Who are we targeting?
People under 30 who are more likely to litter
and who spend a significant amount of time
on the road due to various reasons (Job,
travel).
Why Are we targeting them??
•Skimmed down TG due to budget
constraints
•Most potential to create a ripple effect and
eventually bring other focus groups in.
•These people are more likely do something
if their role models ask them to.
We are going to reach them through
Opinion leaders
Role models
Trendsetters
Early adapters
Leader of particular focus groups

5. BIG
IDEA
“Even yOUR small effort
to stop littering can have
a huge impact on OUR
day-to-day life.”
Steps should be taken
from an individual level
rather than complaining
or waiting for others to
start.
Everyone tries to maintain
a positive image on social
media and significantly
contribute to an emerging
trend.
#LiterallyLitterFree
“Be a #trend setter.”

6. SLOGAN
and
LOGO
Logo
Slogan
“শহর যখন ত োমোর,
দোয়িত্বটোও ত োমোর!”
Creating a sense of responsibility
Focusing on individual initiatives
Catchy
Meaningful

7. SAMPLE
CREATIV
ESPoster carrying message of the
campaign on public transport
Car sticker proclaiming alliance to the
campaign/pledge
The contents and designs of
these materials will be
copyright-free. Anyone
pledging alliance will be able
to print these themselves if
not provided by us

8. SAMPLE
CREATIV
ES
বন্নেরো
বন্ন সুন্দর
আবর্জ নো
ডোস্টয়বন্ন
Website generated filtered
pictures to pledge alliance
via social media

9. SAMPLE
CREATIV
ES
য়িছু
তেন্ে
তেন্েন
য়ি?!
Badge
T-shirt
Wristband
One time
use glass

10. ACTIVAT
ION
CAMPAI
GN
CLEAN YOUR AREA DRIVE
A small initiative taken by local
schools to clean up their area.
This is to show people first
hand how their littering habits
affect the kids.
TRASH BOX INSIDE CNG
Will reduce the amount of
waste that is thrown out of
moving vehicles. It will also
represent the message which
will slowly teach people not to
throw litter anywhere.

11.  Launching Event- Social Media December 2015
 Stickers for Vehicles December 2015 - December 2016
 Using Google ad services to promote the
campaign and website
December 2015 – June 2016
 Branded T-shirt, wristband and caps
distribution
February 2016 – December 2016
 Start of “Clean your area” school activation June 2016 – December 2016 (1 Per month)
 Activation on CNG July 2016
 Posters and stickers on busses and public
toilets
July 2016 – December 2016
 Print ad on The Daily Star Shout to wrap up
the campaign
November 2016
SCHEDULING & MEDIA PLACEMENT
THE CAMPAIGN WILL RUN FOR 1 YEAR.

12. Item Name Unit Price Unit Quantity Item Cost
Percentage of Total
Budget
Website 12,000 2 24,000 3.00%
Youtube Ad 8 10,000 80,000 10.00%
T-shirts 85 1,129 95,965 12.00%
Wristbands 15 2667 40,005 5.00%
Badges 15 2667 40,005 5.00%
Car Stickers 50 1,600 80,000 10.00%
Stickers for Public Toilets 8 5,000 40,000 5.00%
Branded trash boxes for CNG 60 1,334 80,040 10.00%
Stickers for Public Transports 8 10,000 80,000 10.00%
Facebook Post Boost 8,000 2 16,000 2.00%
Activation Campaign at Schools 20,000 4 80,000 10.00%
Transportation Cost 40,000 1 40,000 5.00%
Caps 35 1142 39,970 5.00%
Print ad (Daily Star Shout) 64,000 1 64,000 8.00%
Total - - 799,985 100.00%
TOTAL 799,985 BDTFINANCI
AL