Based on the motto "Find the right spot", the City of Athens implemented a clean - up campaign seeking to highlight the consequences of the citizens' daily actions regarding litter and raise awareness on the importance of city cleanliness. In other words, the mission of this campaign was to encourage citizens to "find the right spot" where they should place their litter, thus avoiding throwing them on the streets of the capital. The campaign lasted for a month, February to March 2008, and apart from raising awareness and calling for individual responsibility, it also informed citizens about the city's litter infrastructure and the improvements on it.

 The goals of the campaign were the following:

• Raising awareness on the fact that the city's image and cleanliness is everybody's responsibility.
• Encouraging citizens to act responsibly and dispose of their litter properly.
• Promote the current local authority's focus on the issue of the city's cleanliness.
• Inform citizens about the municipality's equipment and equipment upgrades, clean-up plans and results

The campaign in detail

The campaign included the following elements:

• A press conference to launch the campaign
• The creation of a campaign web site, containing information and games
• The distribution of informative leaflets from specially designed and set up information kiosks
• The distribution of commemorative gifts (including t-shirts and electronic games
• A print and electronic media campaign that included TV and radio advertisements, billboards and print ads
• The creation of a free press newspaper and relevant inserts in other newspapers

Press conference

In order to present the campaign in the journalists, a press conference was organised at the Athens City Hall, on February 20th, 2008. The panel included

• The Mayor of Athens, Nikitas Kaklamanis, who announced the details of a new City of Athens clean-up campaign, titled "Find the Right Spot".
• The Vice-Mayor of Cleanness and Environment, Giorgos Dimopoulos, who analyzed the relating action plan and initiatives.
• The Chairman of the Athens 9,84 FM municipal radio, Thanassis Kafezas, who spoke about the communication goals of the campaign and
• The General Secretary of Municipality, Ilias Theodorou.

Journalists of the print and electronic media were supplied with detailed informative material regarding the campaign.

Web site

www.sostosimeio.gr was launched at the end of February featuring information and advice on how to "find the right spot" (collection hours, advice on how to best dispose of different types of litter, recycling points in the city etc) and presenting the city's equipment and garbage disposal vehicles. The site also contains a message from the mayor urging citizens to do the right thing, an on-line game, as well as the whole range of the ads and billboards created for the campaign.
The site turned out to be very popular from the onset and was voted "best new greek website" in the portal www.toplinks.gr.

 Free press

A four page free press was produced and distributed to 50.000 citizens of Athens, featuring information regarding the proper disposal of various types of garbage, recycling points in the city, municipal efforts to keep the city clean and various related info.

Information kiosks

Ten custom-made branded information kiosks were set up in various city squares, providing information about how to best find the right spot for all litter. The kiosks also distributed free t-shirts with the campaign slogan and cds with an offline version of the web game that was designed for the campaign.
Manned with the city's volunteers, the kiosks remained open for a month, providing information and giveaways, helping citizens find the right spot and registering their concerns and suggestions for keeping Athens more clean.

Outdoor campaign

A photo shoot featuring wrong spots was the centerpiece of the print and outdoor campaign. Photos of different types of litter and garbage disposed of improperly in Athens were used to show the wrong spot. The posters then urged citizens to find the right spot, listing the appropriate options for that specific type of litter.
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Branded garbage disposal bins and bags

Finally, 10.000 garbage disposal bags branded with the campaign's logo were distributed to citizens and shop owners, and new garbage disposal bins were marked with the phrase "this is the right spot"

The outcome

The campaign was a big success, attracting media coverage throughout its duration and initiating public and private conversations about individual responsibility in keeping the city clean and tidy. The municipality of Athens was approached by other municipalities that requested to use the same campaign message in their campaigns as well.