According to Consol Glass, green is the new black, as South African consumers increasingly make choices to reduce their carbon impact and expect brands to do the same. This is why Consol Glass has decided to launch a green campaign that is seriously committed to sustainability, and does not simply talk about ‘green’ at face value. The campaign will aim to educate consumers about the environmentally positive properties of glass and will also issue an invitation to all South Africans to embrace the ‘green’ hero within. The campaign highlights the main differentiators of glass which includes that it is 100% natural; 100% reusable; and 100% recyclable – a product that is completely pure and contains no contaminants.
The overriding message: ‘Some choose to dedicate their existence to saving the environment. You just need to choose glass,’ is one that petitions the hearts and minds of citizens to consider glass, with all its inherent benefits, as the green packaging medium of choice. The implied message is that by simply choosing glass, consumers can help protect the environment, thereby making a sustainable difference. The campaign hinges and has been developed around three inspiring stories, each with a different treatment, about the real heroes of environmental activism – about people who have dedicated their lives to remedy the damage nature is suffering at the hands of man as a result of his disregard for earth.
Consol marketing and communications Manager, Janine Loftie-Eaton, says of the new green brand campaign developed by communications agency MGM Brand Construction & Advertising: “We have told the stories of three remarkable individuals to illustrate and bring alive our green message in an uncomplicated way that is as unique in approach as it is bold. We hope that through this environmental campaign that is exploring new creative territory; South Africans will begin to recognise the ecological value of glass packaging. Glass takes nothing away from the environment and it leaves nothing behind. Since its structure does not deteriorate it can be recycled infinitely.” 
Benjamin Kahn and his divers who collect battered coral fragments from the reefs of the Red Sea and pass them on to school children to re-grow so that they can be re-glued onto the reef is one of the campaign’s inspiring stories. Kenya’s Wangari Maathai started the green belt movement in 1977 and for her commitment to opposing the construction that threatened the country’s vegetation, was arrested, imprisoned and beaten by thugs. Not to be deterred she went on to plant over 40-million trees and in so doing earned the title ‘Tree Mother of Africa’. This is the second in the Consol hero’s line-up.
Single handedly scaling Himalayan glaciers to save the environment is the title of the third advert in the three-part series. This is the story of DP Dobhal who climbs to the edge of sharp Himalayan peaks, 13 000 feet up, to measure melting glacial mass. His research will help India respond to what potentially threatens a billion people downstream. “These stories demonstrate the great lengths to which people go to save the environment. But for the man on the street, the title of hero can be earned through far simpler and less extreme measures. By just choosing glass consumers will automatically be reducing their personal carbon footprint – a move that is as easy as it is smart,” says Loftie-Eaton. The seven-week campaign will be exposed through a variety of mediums, including national radio, newspapers, magazines, and street pole adverts. “To prove we’re serious about our carbon footprint we’ve also included social media and cell phone messaging thus saving on ink; chemicals; paper; and trees. Furthermore, street promotions executed on foot will save on carbon dioxide emissions,” concludes Loftie-Eaton.
A call to action has been included as a further add-on to the exciting communication. C
onsol is inviting all local green-heroes to submit stories about their own extraordinary environmental saving endeavours, which, if significant enough, could be rewarded by South Africa’s leading glass manufacturer. For more information on the campaign and the competition see: www.consol.co.za.
Fast facts:
• New glass is made from a combination of silica sand, lime and soda ash, which is molten, shaped and then cooled.
• A noteworthy feature of Consol’s conservation awareness is its practice of using cullet (recycled glass) as a raw material input in the glass manufacturing process. This eliminates the necessity for quarrying hundreds of thousands of tons of raw materials on an annual basis.
• For every ton of glass recycled approximately 1.2-tons of raw materials and pristine landscape is preserved. • This commitment is further extended through Consol’s role as an active member of the board of The Glass Recycling Company – a non-profit organisation responsible for glass recovery and recycling in South Africa.