Media Campaign
Aims and Objectives of campaign
Pikitup aims to ensure the Cleanliness of the City through education, awareness and law enforcement.
To do this, we have developed an integrated communication strategy that will drive the “Clean City” campaign over the next two and a half years leading up to the Confederations Cup in 2009, the World Cup in 2010 and beyond.
In rolling out the campaign, we will change minds, attitudes and habits towards non-littering and illegal dumping, so that Pikitup can do what they are paid to do more efficiently and cost effectively.
Campaigns like these have been successfully implemented in leading countries such as Australia and Canada, where each year thousands of volunteers make a meaningful difference to their communities — now it is South Africa’s turn to stand alongside these countries and prove to the world that Johannesburg is and always will be a world-class city.
Clean City - Clean Game
This theme draws an analogy between a Clean City and a Clean Game
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A Clean City is: • Progressive
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A Clean Game (any game) requires: • A positive mindset
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Who is this campaign targeting?
This campaign is targeting:
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Every single Citizen of Jo’burg of all ages and nationalities
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Visitors and tourists.
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Individuals and businesses
Strong Call to action
The call to action is simple and straight forward.
"PITCH IN AND WE’LL PIKIT UP! "
It couldn’t be easier – place your litter into bins and/or bags and Pikitup will collect it and dispose of it efficiently and safely.
DID YOU KNOW: It costs 10 times more for Pikitup to pick up litter off the streets as opposed to collecting litter placed in bins?
If we can change the habits and mindsets of those people who indiscriminately and willfully discard rubbish, we will be in a better position to invest in more important long-term recycling projects that will create employment and help save the planet.
Visual treatment
The campaign has a youthful appeal featuring young trendy individuals propelling litter into a bin using recognisable “soccer” actions. The backgrounds feature well-known parts of Johannesburg using a grungy style of art direction.
