How 'KeepCup on campus' campaign skyrocketed in Regensburg -
The University of Regensburg is a public research university located in the medieval city of Regensburg, Bavaria, a city that is listed as a UNESCO World Heritage Site. The university was founded in 1971 by the Bavarian government as a college for technology, business and social work. Its predecessor institutions can be tracked back to the beginning of the 19th century.
Today the university is one of the largest institutions for applied sciences in Bavaria. Situated entirely on one central campus, the University of Regensburg has approximately 450 employees including 210 professors and teaches and about 9750 students. Regensburg is keen to become a sustainable University, which is where KeepCup come into play.
A team of 15 students studying 'International Relations and Management' convinced Regensburg officials to introduce the 'KeepCup on Campus' campaign as part of an initiative to reduce paper cup waste on campus and therefore taking a further step in becoming a sustainable University. The involvement with the Student Union was key as they were the integral part in the collaboration between the students and the University which helped finance and promote the cups.
Prior to the launch the University provided students with facts and figures about how many disposable cups the students were wasting so they could take ownership and encourage students to be more responsible and reuse rather than throw away. It was calculated that if a year's worth of the Universities disposable cups were put on top of each other, the pile would be 92.5m high, which is nearly as high as the dome in Regensburg itself! Loaded with these facts, students put up posters all around campus, and advertised online prior to the launch to create a real buzz and excitement around the introduction of the KeepCup.
Social media was key as the students advertised on both Facebook and the student newspaper prior to the introduction of the KeepCups. 15 'key influencers' were given KeepCups prior to the launch to boost awareness and attract ‘likes’ on Facebook. This attracted a lot of attention, with the students asked time and time again how they had 'one of those cups' already!?
Once launched, the excitement grew from day to day and over the first 4 days, over 820 cups were sold; which is amazing! During this period they gave the option for students to make their own colour combinations or choose from a fully assembled cup.
The 'KeepCup on Campus' campaign was so popular the Bavarian television channel was on site during the first day of sales to talk about the campaign and interview the students – http://www. tvaktuell.com/mediathek/kategorie/stadt-regensburg/video/umweltbewusste-kaffeebecheran-der-ostbayerischen-technischen-hochschule/#.UvJszXkoZg2
This has created a real hype for KeepCup and many Universities in the area are now taking their first steps towards implementation. A café in Regensburg city centre also got involved, offering a discount on coffee for every KeepCup user!
A year's worth of the Universities disposable cups were put on top of each other, the pile would be 92.5m high, which is nearly as high as the dome in Regensburg itself!