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Vancouver, August 6, 2008: As part of its ongoing commitment to the environment and the ethnic community, Quote EndQuote Cross-Cultural Strategy Inc. has announced its support of the ‘Red Dot Campaign’. The company will promote the environmental marketing initiative to the Chinese community at the ‘Green Theme Exhibition’, which forms part of the 9th Annual Chinatown Festival being held at Columbia and Keefer Street, Vancouver, from August 9-10, 2008. The goal of the ‘Red Dot Campaign” is to reduce paper wastage by giving residents the choice to not receive unaddressed “junk mail”.
溫哥華, 八月六日, 2008: Quote EndQuote(以下簡稱QEQ), 一間致力於環保與建立文化橋樑的行銷管理公司, 日前剛宣布加入”紅點”活動的推廣. QEQ將在ChinaTown舉辦的”綠色環保特區”中將”紅點”活動介紹給華人大眾. “紅點”活動的目的在於減少廣告商紙張的浪費, 並教導社會大眾行使拒絕垃圾郵件的權力. 這項活動將於2008, 八月九號及十號於ChinaTown Columbia 街 和 Keefer 街 舉辦.
A recent Canada Post survey indicates that 63% of Canadians are concerned about the environmental impact of print advertising. 67% of Canadians are not interested in the flyers and advertising that comes in the mail with 25% of Canadians discarding them without reading. Internally at Canada Post, the ‘Red Dot’ is synonymous with a request for “No Admail Please” and the sticker placed on the mail box promoting the ‘Red Dot Campaign provides residents with a simple action they can take to reduce waste and help the environment. By merely placing a special “Red Dot Campaign” or “No Junk Mail” sign on one’s mailbox, Canada Post will not deliver any unaddressed marketing material to their address. The campaign rationale is that if enough residents say ‘no’, the advertisers and distributors will take notice and reduce the waste in print advertising.
在近期加拿大郵局的研究中指出, 有63%的加拿大人關注於廣告傳單對環境的影響有67%的人對信箱中的廣告郵件完全不感興趣, 有25%的人直接將廣告郵件丟入垃圾桶. 為了改善環保和節省資源, 加拿大郵局推出了”紅點貼紙” (Red Dot Sticker). 紅點貼紙所表達的意義就是”不要給我垃圾郵件.” 利用住戶一個簡單的貼貼紙的動作來減少垃圾郵件的問題, 減少紙張的浪費和做好環保. 如果住戶的信箱上有紅點貼紙, 加拿大郵局就不會將廣告郵件放進此信箱. 這個活動的基本目的就是透過每個人的一小份心力, 來影響廣告商使其減少垃圾郵的發送.
Alisa Choi Darcy, President, Quote EndQuote, is upbeat about her company’s support of the Red Dot Campaign, “We are excited to offer our support to the Red Dot Campaign and its innovative initiative to reduce paper wastage. Our support is two-pronged. At the macro-level, it is tied to QEQ’s broader environmental responsibility as a corporate social citizen. At the micro- level, we want to promote “ethnic marketing” by generating awareness about the campaign and its simple call for action among the two fastest-growing cultural community groups in Canada- Asians and South-Asians.”
Alisa Choi Darcy 蔡汝姬, QEQ的總執行對支持這項公益活動非常的積極: “我們對能夠推動Red Dot這項公益活動來減少紙張的浪費感到非常興奮, 我們所提供的資源分成兩個層面. 在鉅的方面, 我們認為對社會有所貢獻是我們身為企業和身為公民的一個責任. 在微的方面, 我們希望這項公益活動可以讓眾人了解Ethnic Marketing的重要性. 希望這項活動會讓大家近一步了解加拿大發展最快的兩個族群; 亞洲和南亞洲.
Darcy points out how the direct mail approach for marketing can be ineffective for most new immigrants as they may not well-versed in the English language; Canadian innuendos in the promotional material rendered ineffective or not understood. According to numerous research, the majority of established immigrants prefer to obtain their information from ethnic community media. These could include electronic sources, newspapers, radio, and through word-of-mouth.
Alisa指出這些廣告郵件的行銷對於新移民的效果通常不大; 加拿大的成語或是嘲諷性的廣告通常都不被接受或了解. 在數個調查中顯示, 占大部分的移民都偏向該族群的新聞媒體索取資訊, 這些媒體包括電子傳訊, 新聞報紙, 廣播點台和口耳相傳.
“There is an urgent need to educate the ethnic community on how to avoid being the recipients of unsolicited mail and help the environment at the same time. We, however, cannot achieve this task alone. I therefore call upon the ethnic media to support Quote EndQuote in communicating the message about the Red Dot Campaign to the ethnic community, and let them know they have a choice.”
現在的一項當務之急是教導這些Ethnic 社群, 讓他們之到她們並不需要成為這些不請自來垃圾郵件的垃圾桶, 除此之外, 透過紅點他們還可以為環保盡一份心力. 維護我們社區的環境無法只由我們來執行, 所以我們呼籲所有的ethnic媒體來協助QEQ一臂之力, 幫忙宣導Red Dot活動, 讓大家知道垃圾郵件處理的方式.
Creatively-designed Red Dot “No-Junk Mail” stickers will be distributed by a Quote EndQuote street team deployed at the Red Dot ‘Green Theme Booth’ located at the Carrall Street Greenway launching in Chinatown this summer.
紅點”拒收垃圾郵件”的貼紙將在”綠色環保特區”中”紅點”的攤位由QEQ Street Team發放. 攤位的位址將會在China Town Carrall 街 GreenWay中.
“We are pleased that Quote EndQuote is bringing our message of waste reduction to the ethnic community,” said Beth Ringdahl, Founder of EcoEco, which conceived the showcase Red Dot Campaign. “25% of Canadians say they don’t read junk mail but only 9% of British Columbians, or 5% of Canadians, have opted out. Quote EndQuote is strategically positioned for helping the Red Dot Campaign extend its reach to the diverse ethnic communities which characterize BC’s multicultural landscape.”
Beth Ringdahl, EcoEco的創始人, 同時也是紅點活動的創案人說道: “QEQ將減少資源浪費的概念推動給溫哥華的ethnic 族群, 我們對這方面的推動效果, 有非常正面的評價.” “25%的加拿大人宣稱不閱讀垃圾郵件, 但是只有9%的B.C.居民和5% 的加拿大人透過郵政系統要求不繼續收到垃圾郵件. B.C.省是一個融合了各種不同文化的地區, 而QEQ的作用就是幫助紅點活動延伸接觸更多的族群.
Besides being a major factor in deforestation, the global pulp and paper industry is the third largest emitter of greenhouses gases. Two-thirds of paper consumption is used for advertising. Although the average global citizen uses 54 kg of paper annually, Canadians use 263 kg/year, a figure which the Red Dot Campaign aims to reduce. “We are confident that Quote EndQuote’s support will go a long way in helping us achieve our goal of reducing paper wastage in BC, and by extension, Canada,” added Ringdahl.
造紙業在全球的工業中, 除了是造成森林減少的主要原因之外, 同時還是造成溫室效應第三大的主因.而有2/3的紙張是使用在廣告的目的上. 全球平均的紙張使用量是每年54公斤, 而加拿大人的紙張平均使用量是每年263公斤, 這就是Red Dot想要針對減少的浪費. Ringdahl最後說道: “我們有信心QEQ和我們的合作, 一定可以慢慢的讓B.C.省的紙張浪費減少, 持之以恆, 我們可以讓加拿大的資源浪費減低許多.” |
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發表於 2008-8-6 12:58
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發表於 2008-8-6 23:34
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