Awareness raising activities on sustainable consumption through online learning
Through this course set which is specifically made for local consumers, the Eco Fair project provides practical and empowering knowledge that helps consumers understand the causal effects of their consumption habits on their surroundings and enables a mindset-change towards sustainability, thus encouraging them to take action.
The course set is divided into two parts:
- Course 2.1 “Consumption habits and our living environment”
- Course 2.2 “Change your consumption habits for a sustainable future”
In order to achieve the targets for Activity 2.1, the Action needs to reach 500,000 unique page views to the Action’s Consumer Courses’ description page as well as ensure to have 5,000 learners who have completed course 2.1 “Consumption habits and our living environment” and studied at least 1 out of 3 topics of the advanced course 2.2 “Change your consumption habits for a sustainable future”. These participants can show their interest in becoming change-makers by filling out the survey. The Action’s partners will contact them for further activities thereafter.
In order to reach the objective of 500,000 consumers learning on SPC, FUNZI has reached out to different organisations, schools, and similar-purpose NGOs for promotion support. Some of them replied and shared information about the Action on their own social media pages. Many schools and relevant NGOs replied and promoted the Eco Fair courses on their own social media channels since they find the purpose of the Eco Fair project to be meaningful and suitable.
The ads campaigns have two major objectives: The first is to reach as many Vietnamese audiences as possible in order to reach the objective of 500,000 consumers. The second objective is to increase the number of learners starting the Consumer course and encouraging them to fill out the survey in order to reach the second KPI of Activity 2.1 (5,000 consumers receive further support and a toolkit to become change-makers in their communities through a mobile learning course)
For the second KPI, FUNZI has also been sending out different newsletters and invitation emails to these consumers to inform them about further activities as well as encourage them to learn more about the Action and its courses. We also actively answer questions and messages sent to our Facebook’s page inbox (Messenger) to ensure that learners will have the best learning experience with the Eco Fair course.
Finally, FUNZI is trying to get more visibility for the Action and the courses by joining sustainability and environmental groups and posting there.
Through the digital marketing campaigns that took place from February 2021 to December 2021, FUNZI achieved:
● 48,455,207 impressions (the number of times our ads were on screen) on Facebook and Google ads combined
● 4,140,025 reach (The number of people who saw our ads at least once) on Facebook
● 717,511 link clicks (The number of clicks on links within the ad that led to the course’s landing page) on Facebook and Google ads combined
● 539,125 video plays (for at least 3 seconds) on Facebook
● 31,872 post reactions on Facebook
● 4,054 post shares on Facebook
● 4,132 post saves on Facebook
The courses have generally been highly rated by consumers:
● Course 2.1 received an overall 4.9/5.0-star rating, rated by 247 learners
● Course 2.2 received an overall 4.9/5.0-star rating, rated by 643 learners.
Additionally, the project has aimed to get more visibility for the project and its courses through promotional activities in sustainability and environmental groups on social media. In July 2021, the project launched an Eco-Fair Facebook group for learners interested to share and learn more about sustainable consumption (Figure 4-5). By the end of April, 2022, the group had grown by 1,730 members which were selected to become the best 500 consumers receiving onsite/online events. Members actively participate in conversations and share posts of their own relevant to the group's purpose (link to the group:https://www.facebook.com/groups/ecofairgroup).
Based on our learnings thus far, many consumers heard about the Eco-Fair project as well as the courses not only through the ads but also through word of mouth. Some of the course participants volunteered to post and raise awareness on the project and its courses with other Facebook groups. Based on the results achieved and feedback and interactions we have received after 18 months, it is evident that the project has been successful in raising awareness not only about the Eco-Fair project, but also about a new lifestyle towards sustainability in general among Vietnamese consumers.
There are some examples of how people interacted with the posts (both organic and paid ads), how they tagged friends to learn more about the courses, and how they messaged the page to get more information in the Annex 1 in the end of report
Deliverables and outputs:(i) One awareness raising course and one mobile learning course of sustainable consumption and eco-fair label produced; (ii) 331,143 (2 years: 503,836/500,000) consumers in total are reached with awareness raising course; (iii) 4403 (2 years: 7,496/5,000) consumers receive further support and a toolkit to become change-makers in their communities through a mobile learning course; (iv) 1,730/500 consumers are participate into onsite/online events of Eco Fair group.
Awareness remaining activities through social media(3rd year)
At Year 3, Funzi has no planned activities for Activity 2.1 except for keeping the social media based page active.
Deliverables and outputs:from 1 Jan 2022 to 31 Oc 2022
● Facebook reach: 19,815
● Facebook page visits: 1,028
● Facebook page new like: 240