Sustainability Victoria is an organisation that promotes environmental sustainability in water, energy and materials. It briefed Starship to find a way to encourage all Victorians to recycle better within the home, with an emphasis on keeping plastic bags out of the recycling bin, and recycling from every room in the house – not just in the kitchen.
Very broad target audience including non-English speaking people. A general mistrust in the system. Needing buy-in from all 30 metropolitan Melbourne councils who each have their own communications collateral on recycling.
With the support of all 30 councils, Starship developed an educational, behaviour-change strategy, using simple positive messaging to encourage people to recycle better. We created a positioning line, ‘Get it right on bin night’, which was highly memorable for the public. Our look used striking graphics, which avoided clashing with any of the councils’ own material. The program was launched in May 2012, with a mainstream television campaign supported by a website, social media, radio, and a tool kit for councils, including posters, direct mail and press advertisements.
The program was a substantial success, easily beating the 4% less landfill target. Phase B is now running, with regional Councils also joining the campaign.