{"id":5491,"date":"2021-12-07T11:09:15","date_gmt":"2021-12-07T10:09:15","guid":{"rendered":"https:\/\/www.muvgame.com\/?p=5491"},"modified":"2021-12-07T11:10:45","modified_gmt":"2021-12-07T10:10:45","slug":"muv-interviews-the-unito-green-office-success-story","status":"publish","type":"post","link":"https:\/\/www.muvgame.com\/en\/muv-interviews-the-unito-green-office-success-story\/","title":{"rendered":"MUV interviews. The Unito Green Office success story."},"content":{"rendered":"\n

We interviewed the Green Office team of the University of Turin (UniToGO), the university that won the first edition of the Sustainable Mobility Tournament between European Universities.<\/p>\n\n\n\n

If you’re curious to know how they managed to involve a community of 1,098 MUVers, Micol Maggiolini and Antonio Vita, UniToGO’s Communication and Engagement Coordination, (as well as two super MUVers!) revealed their media<\/strong> strategy<\/strong> to us. Enjoy reading!<\/p>\n\n\n\n\n\n

The Unito Green Office, the commitment since 2016 to conscious mobility<\/h3>\n\n\n\n

Promoting sustainable mobility for the university community has been a matter of commitment and attention for the University since 2016, the year the Green Office was set up. Mobility is one of the six thematic working groups<\/strong> along with energy<\/em>, green public procurement<\/em>, waste<\/em>, food<\/em> and climate change<\/em>, as well as communication and engagement coordination<\/em>. But this is not the only reason that convinced United to join the Tournament between Universities in Europe. “Our words are known, engage and change,” explains Micol. “We found coherence with the MUV and UMOB tournament: to know data about movement and mobility habits, to constantly engage 85.000 people from the Unito University community and to turn behaviour into a new habit through the concept of gamification.”<\/p>\n\n\n\n

“The thing that impressed me most is that the habit change has stuck. Today, despite the tournament being over, there are still 50 active users playing with no prizes up for grabs. This is clear proof that it is not just the prizes that motivate sustainable behaviour. The true value of MUV has been perceived.”<\/p>Micol Maggiolini, Direzione Edilizia e\u00a0Sostenibilit\u00e0, UniToGO.<\/cite><\/blockquote><\/figure>\n\n\n\n

The strategy behind UniToGO’s success<\/h3>\n\n\n\n

What was the winning formula? How did you attract 1.098 MUVers and, above all, how did you manage to keep them entertained and active for eight weeks?<\/em><\/p>\n\n\n\n

Micol and Antonio tell us that the success lies in having chosen a combined approach of UniToGO’s communication <\/strong>media, both online and offline, working in synergy with the University’s communication channels.<\/p>\n\n\n\n

“From a digital asset, we asked for a lot of attention from the Unito web editorial team<\/strong>, asking for remaining the news on the home page during the eight weeks. The Green Office website<\/strong> was our main communication channel. We used our social media<\/strong> with regular relaunches on the University’s pages. We used WhatsApp<\/strong> and sent an email<\/strong> to all the students, lecturers and technical-administrative staff, also making use of the mailing lists<\/strong> previously created on the subject of mobility.” An effective strategy to activate a more sensitive and aware audience on the topic of sustainable mobility.<\/p>\n\n\n\n

Offline communication was not neglected: putting up posters<\/strong>, leafleting<\/strong>, wall screens<\/strong> in the University and asking lecturers to promote the initiative in their lectures<\/strong>.<\/p>\n\n\n\n

How do you structure a good communication plan for a Sustainable Mobility Tournament?<\/em><\/p>\n\n\n\n

The communication plan was researched and planned in advance, but the live component was crucial.<\/strong> “It was important to activate all the players in the first days of the week, while in the final phase, from Thursday to Sunday, we tried to involve the most active players, creating ad hoc content for them. The eye to the rules was constant.” Antonio explains to us.<\/p>\n\n\n\n

From the game rules: “The sum of the points of the top five players who collected the most points is added to the average score of all the other players<\/em>.”<\/p>\n\n\n\n

The champions took the opportunity to create live content during bad weather<\/strong> because a good MUVer knows that with bad weather conditions come bonus points.<\/p>\n\n\n\n