The volume of waste going into landfill is a growing concern – the average Australian generates 541 kg of waste a year, or a total of 20 million tonnes. Whilst people know this isn’t sustainable, they tune out most environmental messaging, preferring to ignore the problem – because out of sight is out of mind.
We created 20 custom built transparent bins which were rotated between the communities of seven local government member councils. These served to make households and individuals “Face Your Waste” by making it highly visible, forcing people to realise how much rubbish they were throwing away and start to take some responsibility. This was backed with a multi-channel advertising campaign.
- 1.1 million people reached over a six week period
- 254 people signed up to be “Bin Ambassadors”