C. Communication Actions

C1. Television Campaign

Television is the medium that has the highest penetration level in respect to all target audiences. Results of Eurobarometer 365 (2011) showed that 73% of participants indicated the TV as their main source of news regarding the environment. Therefore a large and “aggressive” campaign for a period of 20 months covering all media zones from the morning shows to the late evening news.

The Television Campaign will involve the 5 major TV Stations of Cyprus (RIK1, RIK2, Antenna, Mega & Sigma) aiming to reach about 500,000 people/year.
The TV campaign will produce:

Action Duration: October 2014- August 2016

C2. Radio Campaign

The Radio is another very important media to promote our campaign, which is characterized by immediacy with its audience. Our radio campaign includes:

  • Radio spots: 30-60 seconds
  • Special radio opening/closing signal -5 seconds
  • Weekly programs in the 1st and 3rd channels of CyBC
  • Inserts in informative shows and news bulletins

The radio campaign will be implemented in the four radio channels of the CyBC.

Action Duration: October 2014- December 2016

C3. Printed press and electronic media campaign

The printed press and electronic media campaign will be largely implemented by the Cyprus News Agency (CNA) exploiting its great journalistic experience, the large number and wide range of subscribers to its services and the wide range of contacts in all political, socio-economic levels of society.The campaign in the printed press and electronic media includes:

  • 60 interviews in Greek, English, Turkish
  • 30 articles in Greek, English, Turkish
  • 100 weekly newsletters in Greek, English, Turkish

For the effective informing of the public the following communication channels will be used:

  • Daily news
  • WAP services
  • The website of the CNA and other electronic information websites

Action Duration: October 2014- February 2017

C4. Social media and digital tools

Social Media like facebook and twitter are very popular in current times and have large and dedicated audiences, especially amongst young people aged 16-25. These media present a good cost effective way of promoting the project and disseminating its key messages. The social media campaign includes the development and regular updating of a facebook page and a twitter account. By using these media we will be able to provide information regarding the project to friends and followers and we will encourage them to get involved in related activities.

Action Duration: October 2014- February 2017

C5. Conferences & Festivals

During the duration of the Rethink project, two festivals and a conference will take place.
Green Dot Cyprus, one of the project partners, will dedicate its annual festival (for 2015 and 2016) which takes place every spring, at the Acropolis Park in Nicosia, for the purposes of the awareness campaign of the project. The festival is visited by about 10,000 young people each year.

Action Duration: October 2014- February 2017

C6. Production of a RRR communication campaign guide for national and public authorities

The case of Cyprus is ideal for implementing and evaluating a model communication campaign strategy for waste management since:

  • Cyprus is one of the last performing countries in the EU regarding implementation of waste and landfill directives and especially RRR
  • Cypriots have one of the highest rate of municipal waste production in EU
  • The population is mostly unaware of waste management and the associated environmental issues
  • Cyprus has small population size and covers a limited geographical area therefore is easier to study the impact of the implementation of the strategy and document the results

This action aims to utilize the special characteristics of Cyprus and develop an RRR communication campaign best practice guide that will allow other countries to learn from Cyprus’ experience. The RRR Communication campaign guide will present among others:

  • Best available waste management techniques
  • Technical analysis on RRR
  • Current National and EU waste policies
  • How to carry out stakeholder consultations
  • How to carry out networking actions
  • How to develop a successful communication strategy
  • How to develop successful TV, radio, printed press, and social media campaigns
  • How to carry out successful stakeholder training and educational activities
  • How to develop proper informational and dissemination material
  • How to effectively monitor the campaign’s results

Action Duration: December 2016- February 2017