Communication goal
SPV – Sociedade Ponto Verde, Portuguese non profit recycling association, needs to meet imposed EU recycling quota in a culture lacking this sensibility. Media was challenged to play an important role in this, by raising the recycling question and turning it a common daily feature.

Innovative Media Strategy
The need to show, explain and shift behaviors, drove the development of exclusive TV formats to be aired alongside the traditional TV spots in 3 of the 4 national broadcasted TV’s.
Being consumers’ involvement a key element of the “mind shifting” process, the different TV programs were adapted to channel’s target profile, reflecting the TV channel’s voice tone, environment and contents typology, aiming to maximize its impact within the different specific targets.

Engaging Creativity
RTP1, a news driven TV, aired “Green News” with the latest in recycling world.
Special reports of the recycling process were aired in 2, matching its “educational” profile.
TVI, the most “popular” TV channel with a “reality-shows” profile, used public figures’ testimonials to demonstrate recycling behaviors.
Despite using different languages, all programs intended to explain and show the benefits of recycling for a sustainable growth, being aired across the year on each channel relevant prime-time.

Encompassing the Audience
All mini-programs were developed taking in consideration the TV channels profile and characteristics aiming to maximize the involvement with the TV targets and, despite using different languages, all programs intended to explain and show the benefits of recycling for a sustainable growth, exploiting the capacity of target involvement with the message. 

Effectiveness
SPV accomplished an almost impossible goal, increasing in 29% the volume of recycled waste