Title	ALL FIGURES ARE BEAUTIFUL
Brand	PI "UŽSTATO SISTEMOS ADMINISTRATORIUS" (USAD)
Product/Service	LITHUANIAN DEPOSIT SYSTEM
Category	F01. Integrated Campaign led by PR
Entrant	FABULA: RUD PEDERSEN GROUP Vilnius, LITHUANIA
Idea Creation	FABULA: RUD PEDERSEN GROUP Vilnius, LITHUANIA
Media Placement	FABULA: RUD PEDERSEN GROUP Vilnius, LITHUANIA
PR	FABULA: RUD PEDERSEN GROUP Vilnius, LITHUANIA
Production	FABULA: RUD PEDERSEN GROUP Vilnius, LITHUANIA

Name	Company	Position
Inga Tarasonienė	UAB Fabula ir partneriai	Project lead
Linas Migonis	UAB Fabula ir partneriai	Creative lead
Jurgis Ramanauskas	UAB Fabula ir partneriai	Head of Art
Laurita Čepelytė	UAB Fabula ir partneriai	Digital Project Manager
Mantas Vanagas	UAB Fabula ir partneriai	Digital Lead

Why is this work relevant for PR?

Campaign goal was to further educate the public about how the deposit system works, to increase the return rate of the specific type of packaging (glass). Analysis of the return statistics helped us to retrieve valuable insights of public behaviour and develop the communication strategy. The communication campaign was implemented through different media platforms, from face-to-face, to digital banners and social media posts, microinfluencer campaign, to outdoor advertising. The campaign message ALL FIGURES ARE BEAUTIFUL was adapted and communicated through various formats, it suggested many ways how to fit in the summer season and current social context.

Background

The Public Institution "Deposit System Administrator" (USAD) is a non-profit institution that manages the entire system of deposit – from packaging collection to recycling. It collects 9 out of 10 metal packaging and PET bottles, marked with the deposit mark, placed on the market each year. However, according to the data of USAD, glass packages were less likely to reach the reverse vending machines - 85% of glass packaging were returned in 2020 and was failing to meet the Ministry of the Environment's target of collecting at least 90% of the glass packaging put on the market. Goal - to encourage Lithuanians to return glass packaging with deposit mark more actively.

Describe the creative idea (20% of vote)

The campaign visuals show glass bottles in fun, unusual shapes that resemble human figures. They behave just like people on the beach - sunbathing without worrying at all about their shapes. The caption says that ALL FIGURES ARE BEAUTIFUL. And the rest of the text encourages you not to judge a bottle by its shape and to look for the deposit mark („D“) on the label.

Describe the PR strategy (30% of vote)

We have analyzed the return statistics for glass packaging and identified, that not all glass packaging is returned in the same way – one of the reasons that those with non-standard shapes are less likely to end up in reverse vending machines. In other words, people may be writing them off simply because of their non-standard shape. Since people spend a lot of time on beaches in the summer, wearing swimsuits, everyone's attention is focused on their own and other people's body shapes. Therefore, in the prevailing context, we came up with an idea that the campaign was not about the shapes of glass bottles, but about figures. We made a statement to stop "bodyshaming" glass bottles of different forms, thus increasing relevance of this message in the social context.

Describe the PR execution (20% of vote)

Throughout the 2-month campaign we aimed at displaying the message as virally as possible through a mix of channels. Facebook and Instagram campaign was launched including digital advertising on social networks. OOH advertisements were placed in Lithuanian seaside resorts Nida and Juodkrantė (6 in total), more then 800 bags with campaign‘s visual were distributed for vacationers in the most popular Lithuanian seaside resort Palanga. Campaign‘s bags were also sent to microinfluencers who shared their impressions online. This was supported by PR actions - press releases published in the top Lithuanian news portals, educating and reminding people how to correctly recycle items and pay attention to the labelling of the bottles upon deciding, whether it is suitable for the deposit system.

List the results (30% of vote)

3,8M impressions; 1/3 Lithuanian population reached through digital channels causing people to discuss, share and rethink their recycling behaviour. In July and August, 2021 28% more glass was returned than in 2020.