Title	MR IGLU PARK
Brand	ECOVIDRIO
Product/Service	GLASS RECYCLING
Category	A05. USE OF AMBIENT MEDIA: LARGE SCALE
Media Agency	PHD MEDIA SPAIN Madrid, SPAIN
Entrant Company	PHD MEDIA SPAIN Madrid, SPAIN
Media Agency 2	PHD MEDIA SPAIN Madrid, SPAIN

Name	Company	Position
César Barral	PHD MEDIA Spain	Strategic Director
Ana Cazorla	PHD MEDIA Spain	Account Manager
Cheghi Kwon	PHD MEDIA Spain	Account Director
Álvaro Gutierrez	PHD MEDIA Spain	Media/Communication Planner
Pablo Alonso	PHD MEDIA Spain	Managing Director

Results and Effectiveness

It was covered by local and national media, for a value of 150% of the total investment. According to specific survey to the users, the proper action and the influence in the community were evaluated positively: - The perception of the benefit in the society generated by glass recycling was perceived very positively (9 points out of 10). - The global action was evaluated with 8 out of 10 points and it encourages recycling more with 6 points out of 10. - The impact of this action in the local population has been so high that we have received petitions from other Councils from other Spanish municipalities. All projects are currently under evaluation.

Creative Execution

With the objective of achieve these target who are the dinamizaer of recycling at home and stimulate them, we found a close social action: Mr Iglu Park. Moreover, the Spanish society was immersed in the economic crisis and both, public and private organizations didn’t have cash to build and develop actions directed to children healthy activities. Noticing this lack in the society, we decided to make an action benefiting children and parents through action-reward mechanics. The playground was developed in different steps depending on the level of glass recycled in the community; the more they recycle, the more items were added to the park. This way, we reached not only to the children but to the parents investing a very low budget (similar to 1 fcp in a national newspaper). Both, explanatory panels and the elements of the park, encourage to reciclycling. This way, we create a new medium of communication that has never been developed before and that will stay in the community for decades.

Insights, Strategy and the Idea

Ecovidrio, a non-profit organization, promotes Glass recycling in Spain and works hard to get a more sustainable future for the next generations. Its campaigns are focused on public mobilization. Even if they have done media campaigns and enhance recycling percentage, the most difficult task is still not completed: Changing a habit. Although our target is very wide, practically total population because all of us could take part in the recycling process, children are one of our main Target group. However, it's hard to approach this population using only conventional media. Although instructive and educational tasks are being developed with School activities and workshops, we searched contact points where we can jointly reach to Children and Parents. We found that one of the favorite activities is To Play in Parks, due to this, we developed a prize that is at the same time: community-oriented, material and permanent for a long term; we mounted a playground.