NUCLEAR WASTE MAILING by Leo Burnett Frankfurt for Nabu Naturschutzbund

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NUCLEAR WASTE MAILING

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Germany
Agency Leo Burnett Frankfurt
Associate Creative Director Albert Schlierbach
Creative Director Peter Buck
Copywriter Sebastian Kraus, Florian Kroeber
Released January 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: GERMAN SOCIETY FOR NATURE CONSERVATION
Product/Service: NATURE CONSERVATION
Agency: LEO BURNETT FRANKFURT
Date of First Appearance: Jan 11 2011
Entrant Company: LEO BURNETT FRANKFURT, GERMANY
Entry URL: http://www.dgeaa.de
Chief Creative Director: Andreas Pauli (Leo Burnett Frankfurt)
Creative Director: Peter Buck (Leo Burnett Frankfurt)
Associate Creative Director: Albert Schlierbach (Leo Burnett Frankfurt)
Copywriter: Sebastian Kraus (Leo Burnett Frankfurt)
Copywriter: Florian Kroeber (Leo Burnett Frankfurt)
Interactive Designer: Michaela Siegl (Leo Burnett Frankfurt)
Project Management: Schiwa Mehrmann (Leo Burnett Frankfurt)
Project Management: Bernd Mau (Leo Burnett Frankfurt)
Project Management: Bahareh Küppers (Leo Burnett Frankfurt)
Print Production: Monika Nikot (Leo Burnett Frankfurt)
Account Director: Hans-Juergen Kaemmerer (Leo Burnett Frankfurt)
Media placement: Dimensional Direct Mail - Letter Box - 11. January 2011

Insights, Strategy & the Idea
THE STATUS

In Germany alone, there are 17 active nuclear power plants. In 2010 the government introduced a draft bill to extend the operational lifetime of all plants. This will result in an increase of 370 tons of highly radioactive waste annually. To date, no solution has been found for its disposal.

THE CHALLENGE

Demonstrate that the unsolved problem of nuclear waste affects everybody in Germany.

Creative Execution
THE IDEA

Why not divide the nuclear waste fairly among every household in Germany?
On behalf of the GERMAN SOCIETY FOR NATURE CONSERVATION (NABU) (NABU) we invented the DGEAA – the German Society for the End to Storage of Nuclear Waste, pretending to be an official government organization. They are responsible for the first ever radiation-proof Domestic Castor ® Container. Delivered straight to German households through a unique direct mail piece. Each claims to contain one citizen’s per capita share of 4.5 g of nuclear waste. A cover letter informs people about the situation and drives them to the website. From here, they can directly raise their voice against the nuclear threat.

Results and Effectiveness
THE RESPONSE

1000 mail pieces have been sent to selected decision makers and journalists. 86% of the audience visited the website. 24% directly wrote a mail to their local government.
The journalists covered the story and helped to bring the problem of nuclear waste back onto the agenda.