Please find below the
Finalist Evaluation
Judges'' comments
This proposal was not selected to advance to the Finalist round.
Comments from Judges:
(1) The proposal's focus on mainstream media is appropriate, as this is where most consumer information is conveyed. Media is however expensive, which is the major drawback of the campaign. The focus on Google ads is clever as it would achieve lower cost exposure than print media. However '$15k for a short-term campaign in a local market' is high-budget, particularly for the organisations listed, which are mainly non-profits. To have impact the campaign would need wide exposure, but this is unlikely to be feasible due to the high cost. People are also inundated with advertising, so the ads would need to be compelling in order to attract significant attention.
(2) Although US centric there is merit in expressing the benefits of green building to a broad audience. The suggested alliance/partnership needs more work to see why there would be broad support. A white labeled campaign is often hit and miss. It's a great idea for developers to use. The connection and case between "I want it" and the cognitive science hook to make someone "act on it" isn't well made. Though I wish I saw these beautiful campaign adds now!
Semi-Finalist Evaluation
Judges'' ratings
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Judges'' comments
It is true that the green building movement has not embraced traditional media to reach individual consumers and create awareness. It seems obvious - yet is hasn't been done. As a stand-alone idea it is great, but the proposal would benefit from further exploration of how this could be replicated, in particular around how it can be funded. The component around collaboration between organizations is good and could potentially be developed more (the examples cited are public benefit organizations that usually don't have money for media campaigns).
The proposal is right on target in terms of addressing the question, and mainstream media is where the public is exposed to information and forms opinions. The example provided is beautifully executed. However, media is expensive and the campaign would require widespread roll-out to have major impact - it has big cost implications. It relies on a variety of organisations implementing it and is not clear about how those organisations would be persuaded to part with large parts of their budget. With the huge proliferation of advertising it is not obvious how much impact it would have.
Elaborate on ways to get into media with a low budget for the GBC?
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