CAMPAIGN'S BACKGROUND
CONTEXT
The project's purpose is to promote the use of tumblers among RMIT students by developing a sense of individuality and self-expression. The Tumbler Pal campaign aims to make the usage of tumblers a habitual practice for RMIT students by leveraging emotions and personal identity.
While informative approaches are essential, they often fall short of ensuring commitment to sustainability. Whereas, we discovered that integrating sustainability into their culture and identities demonstrated more impact. Our case studies highlight brands that have successfully used personal identity elements and transformed them into USP.
PROBLEM
COMMUNICATION GAP
We noticed a common pattern in environmental campaigns: the majority have mostly focused on educational approaches or revolving around guilt and dread.
A lack of positive emotional approaches in the communication about sustainability.
OPPORTUNITIES
We believe this is a great opportunity to spread the new message that using Tumblers daily goes beyond sustainability; it's an avenue for self-expression and enjoyment.
Tumbler Pal campaign aim to communicate that using tumblers can be fun and engaging, alongside being an environmentally conscious option.
SMART OBJECTIVES
To make 60% of TAs know that tumblers can be used as essential assets to bring to campus daily by the end of the campaign.
To have 40% of TAs voluntarily bring tumblers to campus by the end of the campaign.
To make 30% of TAs feel enthusiastic and introduce their friends to use tumblers by the end of the campaign.
AWARE
ENGAGE
AMPLIFY
TARGET AUDIENCE
INTRODUCING
KHÁNH CHI
As a vibrant sophomore at RMIT University and a dedicated SAS Tutor, she embodies the spirit of someone deeply aware of the importance of embracing sustainability in her daily life.
With a monthly spending of 4 million VND, she values convenience and seeks cost-effective living while striving to integrate sustainability into her routine.
Chi's perspective often leans towards perceiving tumblers as somewhat dull, inconvenient, and not aligned with her daily style. Single-use containers, especially paper cups, appear more practical while still seeming friendly to the environment.
"I sometimes forget my tumbler or feel it doesn't match my outfit. But getting a discount on a tumbler always brightens my day!"
NOW LET'S DELVING INTO HER PERSPECTIVE
KHÁNH CHI'S EMPATHY MAP
With approximately 30 hours spent weekly on campus, Khánh Chi relies on vendors for most of her meals. She's captivated by the concept of personalization and individuality in products and experiences, as they reflect her unique way of self-expression. Additionally, Chi finds joy in using and collecting RMIT merchandise, which plays a significant role in shaping her identity as an RMIT student.
CHALLENGES & FRUSTRATIONS
Khánh Chi faces several hurdles when using a tumbler on campus due to the lack of accessible washing facilities, the tendency to forget it, and the inconvenience of carrying it around all day. These factors contribute to her frustration, hindering the adoption of sustainable practices in her daily routine.
Students want to build their branding using both sustainable lifestyle and uniqueness through outfits/belongings, especially things that can be personalized.
Thanks to the early exposure to media, students is equipped with basic environmental knowledge and is eager to follow a sustainable lifestyle.
Due to the belief that sustainability is optional, RMIT students believe that bringing tumblers is optional and unnecessary.