Video: Kick the wedge out by the wedge: a clever way to raise awareness of pollution from the Reflection Project
2024 Author: Richard Flannagan | [email protected]. Last modified: 2023-12-15 23:55
Small organization Reflection Projectcleaning small rubbish on the streets Tokyo, has carried out an ingenious campaign to draw public attention to its activities. The famous proverb “wedge with wedge knocked out” fits best to illustrate this action: in one of the central districts of the capital of Japan, activists scattered hundreds of enlarged copies of cigarette butts, inside which they placed garbage bags.
According to enthusiasts from the organization Reflection Project, small debris becomes a real problem for Tokyo and for its solution their personal initiative is not enough - it is necessary to attract new participants. This goal is not easy to achieve for the simple reason that people usually perceive garbage collection as something humiliating. To dispel this myth, activists from Reflection Project held an event to clean the city streets in a fun way.
The concept of the event was commissioned by a Japanese advertising agency called Gray … A seemingly simple idea of using enlarged copies of cigarette butts solved several problems at once. First, creators made it clear to smokers that their addiction is one of the causes of street pollution. Tokyo … Secondly, enlarged copies of cigarette butts emphasize the scale of the problem. And thirdly, they serve to attract the attention of the audience.
Until a certain stage, passers-by did not suspect the purpose of this action: they could find out about it only by looking inside these giant cigarette butts. Inside each of them was a package with the words "Thank you!" and an invitation to go to the next stage of garbage collection. Thanks to this ingenious approach, the organization Reflection Project managed to triple the number of its members.
It should be noted that in Asian countries, concern about the problem of pollution is shared not only by activists from public organizations, but also by numerous artists. Among them, already known to readers Kulturologia Yao Lu.
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