case studies
Youth education
on the importance of plastics
Educational campaign under the slogan "Discover the world of Poly Olefins"
Explore the full project case study
Educational activities on the importance of plastics under the motto 'BOP Perspectives' have been organised by Basell Orlen Polyolefins (BOP) for more than a decade.
The initial editions took the form of presentations and public debates (along the lines of the parliamentary debates organised by the PlasticsEurope association). This formula became exhausted after a few years. It was therefore changed to reflect young people's interests in new technologies. With a change in the language and channels of communication that most effectively reach young people, in the 2016/2017 edition the BOP initiated educational activities based on a competition in which the task was to prepare a script for a film on plastics in the modern world. This change increased the attractiveness of the project in the eyes of its target audience.
the strategy developed
Public
Relations
Influencer Video Marketing
Competition
Event
Social Media
Hence, for the 2017/2018 edition, we decided to go even further. Wanting to encourage participants to take part in the project, we created a brand hero and invited the well-known youtuber Rafał Masny to work with us as an ambassador of the competition. Communication took place via the Internet and social media (dedicated website, Facebook fanpage, YouTube channel, youtuber's own channel) and through direct outreach to schools (posters, flyers, school-specific personalised videos in which the youtuber invites people to take part in the competition), as well as local media.
The plastics produced by Basell Orlen Polyolefins are polyolefins and therefore the brand hero of the project is Pola Olefina - a teenage girl who, at first glance, does not stand out, but, like a real superhero, possesses extraordinary powers that are common properties of plastics. Participants in the project were invited to discover them, so the main message of the campaign was 'Discover the world of Pola Olefina'.
Qualified participants had the opportunity to take part in the a special workshop on the importance of plastics in the modern worldtheir role and the opportunities they offer users. An integral part of the project was film competitionTherefore, in order to make it easier for the participants to complete the competition task, we also provided them with a workshop on filmmaking. After each meeting, participants received a package of training materials.
The objective to be achieved in the first phase of the project was receipt of notificationof students from as many secondary schools as possible in the county of Plock. The aim of the second stage was to assembly of competition films from qualified teams.
activities
- Preparation of a campaign video with 22 variants
- Distribution of posters and leaflets announcing the project to schools
- Workshop session for qualified participants on the importance and role of plastics in human life
- Workshop session on the practical side of filmmaking
- Project communication on Facebook
It was possible to achieve the objectives by launching extensive communication of the project on social media and in the educational establishments themselves. Rafał Masny prepared promotional video for the campaign, and created its 22 variants, which were directly dedicated to individual schools (listed by name). These videos were shared on the schools' FB profiles, or recorded on electronic media and given to the teachers involved in the project at each school. Together with them, they were sent to the schools posters announcing the project - in the style of film posters, presenting Pola Olefina and Rafał Masny, and leaflets - The design coincided with the layout of the website launched for the project. The website contained all the necessary information on the campaign and contact details for the organisers, where applications for participation in the project could be made.
In the next stage, participants who qualified for the project were faced with two workshop sessions. The first concerned the importance and role of plastics in human lifea. The content was led by representatives of the PlasticsEurope Poland Foundation, while practical activities were conducted by trainer Aleksandra Potykanowicz. This resulted, among other things, in a futuristic fashion show, in which only plastics were used to create creations, and in role-playing scenes illustrating the properties of plastics. After the meeting, the young people received a package of publications on plastics.
The second workshop focused on the practical side of filmmaking. It was conducted by representatives of the Film Space Foundation. They discussed the basics of scriptwriting and filmmaking, as well as the principles of editing the finished material. At the end, Rafał Masny gave the participants tips from his own experience. After the workshop, there was also time for discussions and joint photos with the youtuber. An electronic version of the Young Filmmaker's Handbook was also made available to the participants.
From that moment on, the contestants had one month to prepare films. During this time, a continuous communication on Facebookand participants had the opportunity to consult both organisers and experts to clarify any doubts on an ongoing basis.
effects
- As a result of intensive communication efforts, 17 participant applications were received from 12 schools. All met the formal requirements
- They have produced 14 videos, made by teams from 10 schools. They can all be viewed on the Youtube channel: See channel
- From these, the jury, made up of representatives from Basell Orlen Polyolefins, dfusion communication, the Film Space Foundation, the PlasticsEurope Poland Foundation and Rafał Masny, selected the winning image, which was the film: Future is now
- And in the audience vote (highest number of views of a video on YouTube), the winner was the video entitled Wuka
- Prizes for the winners and gifts for the participants were presented at the project's Final Gala, held at the Płock Dramatic Theatre
