Technical assistant project “Implementation of 3R Initiative in Ha Noi to realize a sound material cycle society in Ha Noi” – short name 3R-HN is a project to introduce and promote Reduce- Reuse – Recycle (3R) concept to residents in 4 pilot areas in Ha Noi. The project objectives are: (1) to apply source separation (separate waste at home) at every household and create a source separation system in the pilot area. (2) to promote and educate 3R behavior (environment friendly behaviors) to target audience and the public (such as: promote the use of eco-bags, using recyclables, etc.)
The project was completed successfully in October 2009 with lots of good compliments on its Public relation and Media program in over 3 years. ID Media was selected as exclusive marketing agency for the program over the whole project.
It is a good example in using Public Relation and Media program to manage behavior change. Citizen in Ha Noi has been used to mixing all kind of wastes, disposing waste on the street, using lots on plastic bags, etc. Through the media and education program which fully covered every target group, 3R-HN project was successfully launched, accepted, and support from different social groups including: cities authorities at all levels (city/district/ward), collection workers, residential group leaders, residents, women’s union, youth’s union, veteran’s union, pupils, teachers, enterprises, etc.
