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Palau Pledge

Palau Pledge | Palau Legacy Project | Havas
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basics
Industry: Public interest & Non-profit
Media:Direct Market
Market:Australia
Style: Minimalism
descriptioncnen
Synopsis
Palau, a Pacific island-nation, has seen a massive growth in tourist numbers in the past three years.
The Palau Legacy Project, a tourism marketing body that works alongside the government, recognised that without action, it would be too late to protect some of the most unique parts of the country, such as the UNESCO World Heritage listed Rock Islands.
The challenge was to find a balance between encouraging tourism without compromising the environment.
However, the costs of environmentally wasteful, destructive behaviour are difficult to feel on an individual level. Those costs aren't the result of any one person’s careless actions but of aggregate actions, not felt until months/ years afterwards.
This makes it difficult for people to understand the value of making an effort towards conservation.
The objective: partner with government, the Palau population and the tourist industry to model and promote sustainable attitudes and behaviour among tourists and locals.
Strategy
The agency created the idea of the Palau Pledge in response to the client’s brief: to promote ecologically responsible behaviour amongst tourists and locals, ensuring enforcement and encouragement is seen to be everyone’s job.
The Pledge is a commitment device rooted in behavioural economics. By making a person agree to a small, public request to sign the Pledge, it creates a strong internal desire to behave consistently.
Palau can also take legal action against visitors who violate the strict environmental laws underpinning the Pledge – including fining offenders up to USD 1 million.
The Palau Pledge unifies action to protect Palau’s environment. It shows tourists their role in protecting Palau.
By modelling to visitors a responsible way to travel, locals are creating a better alternative where their natural/ cultural resources are respected.
Relevancy
The Palau Pledge directly targets tourists to Palau with a powerful call-to-action.
All international arrivals now have an environmental pledge stamped into their passports, which they MUST sign before an immigration officer at the airport to gain entry.
The Palau Pledge is a permanent new entry visa process for Palau, combating the ecological damage caused by booming tourist numbers.
This mandatory agreement – dedicated to Palau’s children – is a promise to act in an environmentally responsible way. The stamp was designed in five key languages.
Palau is the first country to incorporate an environmental commitment into its immigration laws.
Outcome
Launched at the UN, the Pledge has garnered enormous coverage for Palau’s conservation efforts. Its social, cultural, and political impact is both local and global:
• 2+ million tourists will sign Pledge within first 10 years
• In first weeks of launch, Pledge achieved 1.7 billion earned media impressions (for $0 spend)
• Pledge endorsed by global organisations/ leaders in politics, conservation, and tourism, including UN, World Economic Forum, Greenpeace, World Wildlife Fund, Conservation International, Leonardo DiCaprio, John Kerry (Former US Secretary of State)
• The first country to incorporate environmental practices into its immigration laws
While Palau is a small nation, its efforts to mitigate mass tourism’s effects can be seen on a global scale. Already nations including New Zealand have expressed interest in creating their own visitor Pledge. By taking steps to sustainably manage its tourist population, Palau hopes other countries will take action to protect their environment.
Execution
The Palau Government passed a new law on December 6, 2017, directing immigration officials to use the Palau Pledge entry visa stamp.
The agency worked with the client (the Palau Legacy Project, a sustainable tourism marketing body), the government, the tourism industry and citizens to implement the new policy.
• Immigration law, customs processes were changed permanently
• The Pledge was issued in English, Chinese, Japanese, Korean
• Visitors required to watch an inflight film shown on all inbound flights
• Business accreditation program created to empower tourism businesses/ residents
• New curriculum for primary/ secondary school students and other training programs to help build eco-awareness and conscious business principles within the tourist sector
• Locals/ tour operators encouraged to take Pledge
• Multi-language passport brochure/ airport posters/ website/ signage around Palau/ social influencer activity
Campaign Description
To promote personal responsibility and encourage sustainable actions, a bold, permanent new entry visa process was created.
All arriving visitors MUST now sign a pledge, stamped in their passports, to be good environmental stewards.
This mandatory agreement, dedicated to Palau’s children, needs to be signed before an officer.
Visitors are required to read and sign the agreement in front of the officer to gain entry.
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awards
Cannes Lions International Festival of Creativity 2018
Grand Prix Direct
Sectors > Travel
Cannes Lions International Festival of Creativity 2018
Grand Prix Sustainable Development Goals
Cannes Lions International Festival of Creativity 2018
Grand Prix Titanium
Cannes Lions International Festival of Creativity 2018
Gold Brand Experience & Activation
Launch / Re-launch
Cannes Lions International Festival of Creativity 2018
Silver Media
Channels > Use of Ambient Media: Small Scale
Cannes Lions International Festival of Creativity 2018
Silver Sustainable Development Goals
Partnerships for the Goals
Cannes Lions International Festival of Creativity 2018
Bronze Sustainable Development Goals
Planet > Life below Water
Cannes Lions International Festival of Creativity 2018
Shortlist Design
Creation of a New Brand Identity
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Excellence > Use of Integrated Media
Cannes Lions International Festival of Creativity 2018
Shortlist Sustainable Development Goals
Industry, Innovation and Infrastructure
Clio Awards 2018
Grand Innovation
Medium Innovation
Clio Awards 2018
Gold Brand Design
Direct Marketing
Clio Awards 2018
Gold Brand Design
Environmental
Clio Awards 2018
Gold Integrated Campaign
Clio Awards 2018
Silver Public Relations
Brand Development
Clio Awards 2018
Silver Public Relations
Environmental
Clio Awards 2018
Silver Public Relations
Multicultural
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