Repositioning PLASTIC - A nation-wide educational movement

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Repositioning ‘PLASTIC’
A nation-wide educational movement

Need for this initiative
‘Plastic’ is like a ‘LIFE SUPPORT’
We cannot imagine life without plastic
Despite this, plastic is perceived to be a ‘VILLAIN’
Time has come to CHANGE this perception to
that of a ‘HERO’

Plastic - the Villain?
Several states
have banned the
use of plastic
bags there by
impacting the
entire image of
the plastic
industry
NO collaborative
effort of
Government and
plastics
associations to
change this
perception
Very little or NO
education about
littering, waste-
management,
recycling options
and
decomposition of
plastics
‘Say NO to
plastics’
campaign
across
touchpoints

Plastics is an inevitable part of
modern life
The real
problem is
not plastics
but correct
disposal &
recycling
Fact is that
plastics are
less harmful
than paper,
glass or
steel
Plastics are
used right
from birth,
through life,
until death
It is
impossible
to imagine
life without
plastics

It’s time to:
Change
perceptions
Highlight the
real problems

Changing perceptions

The real problem:
PAIN
POINTS
Inadequate
Waste
Management
facilities
Littering by
the
common
man
illegal
import of
plastic
waste
Incorrect
disposal of
plastic
Lack of
public
awareness
Lowered
frequency
of recycling

The BIG Idea
A New Perspective
towards a Smarter
Tomorrow
Spread awareness
about positives of
plastics to users
Experiential, real-
time activity for 8th
grade students
Activity: Create a 2-
min short film on a
topic related to plastic
e.g. ‘A Day in My Life
with Plastics’.
This real time film would
be shot on their parent’s
cell phones thus engaging
a stronger parent-child
bonding around the
central theme of plastic.
The students could
focus in the areas of
self and parent
workplaces to shoot
this video.
Thus we engage a
much wider
audience to send
across our message
that ‘Plastic Saves’

Amplifying the content
Video will be sent
to the regional
centre/emailed
through WeTransfer
Entries from all the
schools over India
will be showcased
on social media
platforms
Nodal centre will
put up videos on
'Facebook/YouTube
‘
Nodal centre
would inform
schools, update
social media and
promote video
The
students/schools
would try and
increase likes and
shares of the
videos
Winner can be
decided based on
popular votes,
story, message etc.
There will be
popular awards
and jury awards
The winning entries
would be
showcased at a
national awards
ceremony
The entire process
could be
documented in a
book that is also
released

Proposition
Catch them young
and watch them
grow
Children are great
opinion influencers
and are the
present and future
consumers – brand
ambassadors
A pan India School
outreach initiative
to educate and
enhance the
positive image of
plastics

What do we want to achieve ?
DESTROY
PRESERVE
CREATE
Make Plastic the HERO
Hammer continuously
the positive image of
plastics through communication
touchpoints
Eliminate all negative
perception of plastics

Why-What-Who-When-Where-How
• Give plastic its due image of a HEROWhy
• A nation-wide contest among 100 schools per region to
showcase the positive image of plasticsWhat
• VIII standard studentsWho
• Year long initiative (planning to execution)When
• Pan India Schools with regional / zonal contestsWhere
• Idea-Jury-Shortlist-Grant-Implement-Impact-CompendiumHow

Managing perceptions across
Multi-pronged
promotion strategy
across online and
offline touchpoints
to create a pan-
India movement for
positive image of
plastic.

School Activation programme
1. To reach kids from
A/B+ grade schools
(VIII std) Mumbai,
Delhi, Bangalore &
Kolkata
2. Nationwide
contest by making
them prepare and
upload their
respective AVs
3. Shortlist 4 entries
per zone for a semi-
final round
4. Invite 2 finalists
per zone to present
their solution
5. Arrange for
lodging-boarding for
short-listed teams in
Mumbai
6. Have a 3 day plan
for finalists for a
memorable
experience about
Plastics
7. Felicitation of
winners/runners-up
at an awards
ceremony
8. Certificates to all
student participants,
teachers and
coordinators
9. Create positive PR
both online and
offline

Website & Digital
The website will
be the fulcrum
of the activity
Apart from standard
information, the
website would
contain explainer
videos, blogs,
articles and content
related to positives
on plastics
Planned SEO to
ensure
searches yield
positive articles
ORM to ensure
that all
touchpoints are
monitored,
negative issues
addressed
SEO = Search Engine Optimization
ORM = Online Reputation Management

Social Media
Would be used to
amplify content
and increase reach Content aggregator
and influencer

Project Orchestration
A special nodal
centre will be
created
Ideation,
packaging,
planning, process,
execution,
monitoring,
reporting
Ensure that the
project runs
seamlessly across
all touch points
and stakeholders

Timeline
Ground-work
(April to
June )
National
promotion &
School Outreach
(June-July-
August)
Jury process
(September –
October)
Compendium
(November –
December)
Winners
announcement
& Event

Project Details (template)
Activity Resources Responsibility Support from
Identification of schools
Calling each school for
personal meeting with
principal/head of school
Microsite framework + Social
media strategy + SOW
Microsite development
Social media
One-on-One meetings with
Principals/Heads of Schools
Soliciting entries
Shortlisting of entries for semi-
final round

Project Details (template)
Activity Resources Responsibility Support from
Publishing shortlist + informing
school teams
Semi-final round at AIPMA zonal
offices
Announcement of results for
final round
Invites for final round to finalists
3-day workshop for finalists
Stalls for showcasing final
entries at Plastivison
Prize distribution
Announcement of results on
microsite and dispach of
certificates

Investment Heads
Cost Head Type Dependency
Ideation of the Project (conceptualization, strategy,
rules & regulations)
Project
Creative Strategy
(Concept, packaging, brand identity, brand manual -
online & offline)
Project
Website - fulcrum of activity
(research, content & design )
Project Service dependant
Compendium
(Concept, Compiling, rewriting, editing, proof-check,
design, publishing, printing)
Project depends on scale
Jury
(external jury/tie-up with Indian Documentary
Producers Association)
Project
depends on the nature
of tie-up, role, time
commitment required

Investment Heads
Cost Head Type Dependency
Project Management Fee
(Orchestration of the project)
monthly Scale dependent
Nodal centre
(Infrastructure, man power &
communication)
Social Media outreach
(Facebook, Twitter, Instagram, Quora,
LinkedIn, YouTube, Slide-share)
ORM
(Online Reputation Management)

Investment Heads
Investment Head Dependency
Media buying (pre-during-post-pan India)
Radio
depends on service/budget/cities/reach required
TV
Newspapers/Magazines
SMM
(social media marketing)
SEO
(search engine optimization)
starts after website is completed
Media Relations depends on service/budget/cities/reach required

Investment Heads
Audio Visual
(Advt)
Script dependant. Aim is to invite entries. This could be released
on social media or TV depending on budgets
Explainer Videos
script dependant.
Aim is to release the videos at intervals on social media to spread
the positive message on plastics
Concept explainer Video
A standard video that is shown in every school to explain the
participation process. Script dependant. It will also be released on
the social media
Impact Video
Travelling team per zone. Documenting process and efforts of
school and kids.
Paid Press release
3 press releases each distributed to 200 news websites and
journalists with the aim to carpet bomb the internet on the efforts
(pre, during and post)

Investment Heads
Investment per School Minimum 25 schools per zone
Resources (manpower) Depends on the scale
Printing & Stationery
(compendium, certificates, forms, envelopes etc)
Depends on the scale
Logistics
(lodging, boarding, travel, courier)
Depends on the scale
Communication (telephone, internet, courier, faxing, SMS) Depends on the scale
Gifts and Mementoes Depends on the scale
Event (pavilion, stall) TBD
Photo & videography TBD

Important points
Investment heads are
based on initial talks and a
tentative brief
Agency on Record will sign:
• ‘No-Compete’ document
• Non-Disclosure Agreement

Role of Sarvashreshtha Solutions
 Concept, Ideation, Strategy
 Project planning & management
 Nodal Centre
 School Identification & Outreach
 Jury Management
 Digital & Social Media Management
 Online Reputation Management
 Media Planning, Buying & Advertising

Role of Sarvashreshtha Solutions
 Search Engine Optimization
 Workshop Management
 Compendium
 Explainer & Impact videos
 Public Relations
 Gifts & Mementoes
 Event Photography
 Grand Finale

THANK YOU!
Amarkant Jain
amarkant.jain@gmail.com | +91 9769117300

Repositioning PLASTIC - A nation-wide educational movement

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