Social Innovation Camp 2013 Hong Kong: Appcyclr
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The document discusses a proposed mobile game called "Recycling King" that aims to gamify recycling in Hong Kong. It would encourage residents to properly sort plastic waste by rewarding them with points and prizes for disposing of bottles at designated recycling spots. Currently, 85% of plastic waste in Hong Kong ends up in landfills even though proper recycling outlets exist everywhere. The game hopes to increase recycling rates by making it fun and incentivizing residents with a sense of competition and prizes. It would also help cultivate a culture of responsible sorting.
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Social Innovation Camp 2013 Hong Kong: Appcyclr
- 1. 再造王 Social Innovation Camp 2013 Hong Kong Presented by Lara Lightbody & Casey Lau 27 October 2013 S
- 2. What is the problem? 1
- 3. Poor Sorting of Plastic 2
- 6. …a day: 5
- 7. 85% of it ends up here! 6
- 9. But this still happens… But this still happens! 8
- 10. Why? S Access S Incentive S Trust
- 11. We polled 20 Hong Kong people: 70% WOULD recycle out and about, but don’t because they don’t know where to!
- 12. 再造王 • Gamifying recycling on smartphones. • Create recycling culture. • Journey of bottle. S
- 13. Benefits S Uptake S Sort at source S Create culture of sorting S Value of plastic realised both by consumer and corporate
- 14. How do we do it?
- 15. The connection
- 18. 17
- 20. Prizes
- 21. 20
- 22. Competitors in the market?
- 23. How is it funded?
- 24. Who we partner with
- 25. Why do they want to get involved? 24
- 26. How do we get the message out S The Candy Crush of recycling S Facebook/Weibo/Twitter S Campaign #IheartHK S Piggyback marketing with brands and prize makers. (& I LOVE FREE STUFF!)
- 31. Next 60 Days S Build out first version. Launch to small group of supporters. S Allow more users to join in, with VIP style roll-out. S Chinese New Year 2014 official launch.
- 32. Not too far into the future… 31
Notes de l'éditeur
- Not sure how many, but frequent, esp around MTR
- Consumers need to find the outlets and be incentivised to do soGovt needs to repear the trust pattern around recyclingThe landfill issue? Sorting is key14 out of 20 stated
- Points accrue on the ‘drop’
- No local recycling appNone have the game aspect.Few international apps rely on gps only and inaccruate, we are instead only going to plot and maintain a small urban area TST, Central, Mongkok .Swire have put 15 reverse vending machines for credit in place in HK, haven’t ever seen one…
- Suscription fee from: BrandsVenues – Disneyland/Ocean ParkDistributors – largest convenience store in world – more now than McDsGovt:Money back from Govt – per bottl basis?Green grants?Local recycler supply we wouldn’t give supply chain management, but purity of plasticWe get from brands, venues – piggybacking on their marketingBottling companies – swire first stop as main bottler and coke distributor in HKLikely to be free as we need them to create and add[check with athena, how do they monetise the waste itself? – HK recycles]
- Brands, Distributors,They get CSR good news stories and great green credentials.Plugging into the right type of social media campaign.Big corporates struggle on maintaining a good twitter retweet % and rife for abuse. Data – consumer habitsRepeat customersAnd for Govt:Govt cost savings and reduced landfill and repair of trustDisney’s CSR report states 2009 commited to longeterm environmental stewardship goals. One of which is sending zero waste to landfill. Their ongoing market – Asia.Swire (Coke bottlers in HK) state in their last CSR report that from 2010 they have committed to goal including that their packaging is not seen as waste but as a valuable resource for future use
- Using marketing channels of the brands
- Extra points at start or slow periodsKeep it seasonal, extra points in holidays and big trash times – VIP experiences and dedicated check-in at venuesPhotos your IHeartHK experience for points/prizes
- Extra points at start or slow periodsKeep it seasonal, extra points in holidays and big trash times – VIP experiences and dedicated check-in at venuesPhotos your IHeartHK experience for points/prizes
- Extra points at start or slow periodsKeep it seasonal, extra points in holidays and big trash times – VIP experiences and dedicated check-in at venuesPhotos your IHeartHK experience for points/prizes
- China is beginning to reject HK plastic as a result of badly sorted exports