Marketing strategy
“Plastic without chioce”
This page outlines our communication approach, aiming not just to promote the project, but to awaken structural awareness around plastic use in airports.
Communication Objectives
Shift Perspective
Move from individual responsibility to an understanding of structural plastic dependence.
Activate Collective Resonance
Inspire aligned action among travelers, industry actors, and researchers.
Reimagine Policy through Empathy
Use immersive and empathic storytelling to shape sustainable tourism policy.
Target Audiences
Eco-conscious Travelers
Sarah packs her reusable water bottle and bamboo utensils, yet finds herself drowning in single-use plastics at every airport checkpoint and gate. She feels frustrated and guilty, wondering if her efforts even matter.
Guilt & Frustration
Seeks Validation
Wants Systemic Change
Tourism Stakeholders
Marcus works in airport operations and sees the waste streams daily. He wants to implement changes but faces regulatory constraints, vendor contracts, and passenger expectations that seem impossible to navigate.
Regulatory Constraints
Budget Pressures
Innovation Interest
Students & Academics
Dr. Chen teaches environmental policy and needs concrete examples of systems thinking. She struggles to find case studies that show complexity without overwhelming students or falling into blame narratives.
Teaching Challenges
Seeks Real Examples
Systems Thinking
Current Challenge
Individual awareness campaigns create guilt without providing structural understanding or actionable pathways for systemic change.
What We Provide
A structured journey through airport constraints that builds empathy and systems thinking, leading to clarity rather than blame.
What Sets This Project Apart
System Design Lens
No eco tips—we show the bigger picture behind plastic use
Static Simulation
Make institutional issues concrete and tangible
Structural path
The whole process is an immersive experience
Designed for Reuse
The content can be used in classes, reports, and public events
Communication Journey (AIDA Model)
Attention
Airport as plastic trap → Visual shock of unavoidable single-use items
Interest
5-step constraint journey → Friction builds as options disappear
Desire
Real video case → Stimulate the resonance and action will of our users
Action
Guide forwarding websites and join initiatives
Channels & Tools
Instagram / TikTok
Emotional short clips
Professional discussions
QR Posters
Student events, design classes
Website CTAs
Comments, uploads, downloads