Recycling Revolution evolution Recycling The Client: Project

The Client:

The City of Onkaparinga

Project:

Recycle Right Campaign

The Business Problem:

Recycling, whilst considered relatively simple, can be a challenging

process ensuring recycling rubbish is not contaminated and becomes

landfill, as opposed to it being reduced, reused and recycled. Therefore,

the job of this campaign was to see a measurable reduction in landfill

by improving peoples’ recycling habits. If no action was taken the

Onkaparinga dump will be full in the next 12 years.

Objective:

To develop a campaign that saw a measurable improvement in people’s

recycling habits.

Campaign Strategy:

To simplify best practice in recycling even further by highlighting one

habit change a month, focusing on the Green and Yellow Bins only.

Run over a 12 month period.

With 11 key change of habit messages and a final summary message.

To ensure behavioural change was focused where it mattered most and

where people would take in the message – at the instance that people

put stuff in their bin. Therefore the lid of each coloured bin became the

obvious place to communicate and reinforce messages.

The monthly key INSTANT CHANGE messages include:

1. Yellow Bin – Recycling – collected fortnightly

a. Don’t bag them – no plastic bags, put them in loose

b. Remove all lids

c. Rinse bottles and jars

d. No food scraps in boxes, jars or bottles –

this can cause a whole truck to go to landfill.

e. No material, no clothes

f. Summary sticker

2. Green Bin – Garden waste – collected monthly

a. No dirt, sand or soil

b. No plastic bags – put it in loose

c. No stones, rocks, bricks or rubble

d. No plastic, pots, trays, hose, bottles, cartons

e. No timber, no paint, no gardening tools

f. Summary sticker

With the Zero Waste Campaign about to launch their Recycle Right

campaign, our strategy was to also leverage off the additional messages

they were conveying.

Creative Strategy:

The campaign was designed around the strapline

‘Recycling Revolution – Play Your Part.’

A distinct, highly prominent design was employed to deliver the

campaigns INSTANT CHANGE messages, with only one message

communicated at any one time. Each month a new message appeared

in the community and on top of bin lids to train the community on the

next habit change for their recycling behaviour.

This campaign was amplified across a wide range of media to influence

the mindset of the local community over a 12 month period.

Consumer Proposition:

Play your part in reducing landfill by recycling right.

Project Deliverables:

• Campaign slogan

• Logo

• Outdoor billboards

• Roadside banners

• Bin sticker

• Local Messenger Press ads

• Direct Mail

• Website design

• Website banners

• QR Code & Site

• Bus Shelters

• Social Media opportunities

Project Outcome:

A benchmark study has been implemented. Results will be

measured over a 12 month period to track social and behaviour change

in recycling habits.

Agency team included:

Linda MacAuley Strategy Planning

Brad Skyes Creative Concept

Roger Keynes Copywriting

Heath Riggs Art Director and Design

Kerry Lycett Client Service

The City of Onkaparinga Graphic Design Department

Recycling Revolution

Strapline: Recycling Revolution


City of OnkaparingaPO Box 1Noarlunga CentreSouth Australia 5168www.onkaparingacity.com

Noarlunga officeRamsay PlaceNoarlunga CentreTelephone (08) 8384 0666Facsimile (08) 8382 8744

Aberfoyle Park officeThe HubAberfoyle Park Telephone (08) 8384 0666Facsimile (08) 8382 8744

Willunga officeSt Peters TerraceWillunga Telephone (08) 8384 0666Facsimile (08) 8382 8744

Woodcroft office175 Bains RoadMorphett ValeTelephone (08) 8384 0666Facsimile (08) 8382 8744

Dear Resident

Join us and become a ‘Recycling Revolutionary’

I think you’ll agree we live in a beautiful city - world renowned beaches, world class wineries, stunning nature reserves and our namesake the Onkaparinga River, we enjoy an enviable lifestyle.

As a council we work hard to ensure our city remains a beautiful and liveable environment for generations to come. But, we can’t do it alone. We need your help.

If we continue to dispose of waste at the current rate, our landfill site at Seaford Heights would be full in just 12 years. Reducing contamination in recycling bins is one of the easiest ways we can reduce waste to landfill.

Over the next 12 months we encourage you to continue to not only recycle, but to ‘recycle right’. We have developed five ‘small change’ recycling messages to help you. Please pop the enclosed sticker onto the lid of your recycling bin (yellow lid) as a daily reminder.

Every second month you’ll see wider promotion of one of these messages across the community. Our current focus is on ‘No plastic bags or soft plastics’. Please don’t bundle up your recycling material into plastic bags and please place soft plastics into your waste bin (red lid). If the plastic is easily scrunchable it’s a soft plastic.

These small changes and others will make a BIG change in helping to reduce waste and keep our corner of Australia beautiful. For yourself. Your family. Your neighbours.

Join us in the revolution. Become a ‘Recycling Revolutionary’.

Yours sincerely

Lorraine RosenbergMayor

P.S. Would you like more information? We’ve developed an extensive list of common household items along with information on how to dispose of/recycle them. If you have a smart phone you can download a free QR Reader app and scan the black QR code in the Recycling Revolution logo above. Alternatively visit www.onkaparingacity.com/recyclingrevolution


Rubbish Bin Sticker

Letter to Residents


NOPLASTICBAGSOR SOFTPLASTICS

RECYCLE RIGHT OR IN 12 YEARS

OUR LANDFILL WILL BE LANDFULL

www.onkaparingacity.com

1 No Plastics Sticker Master.indd 1 29/09/11 11:56 AM

CLEANOUTSCRAPSFOOD




2 Clean Out Food Scraps Sticker Master.indd 1 29/09/11 11:56 AM



OUTWASH

& JARSBOTTLES YOUR




3 Wash Out Bottles Sticker Master.indd 1 29/09/11 11:56 AM

CLOTHES

MATERIAL

NONO




4 No Clothes Sticker Master.indd 2 29/09/11 11:56 AM

TAKEOFFYOURLIDS




5 Take off Lids Sticker Master.indd 1 29/09/11 11:55 AM

Campaign Stickers Pull Up Banner

Recycling RevolutionRecycling Revolution


Billboard

Bush Shelter

Roadside Banner



Garbage Truck Signage

Messenger Strip Ad

Pizza Box Sticker


A Aerosol can Alkaline batteries Aluminium cans Aluminium foin & trays (recycle if clean) Ammunition Animal waste (in plastic bags) Animal waste (out of plastic bags) Asbestos

B Bag Ties Band Aids Baskets (Cane) Battries (regular)* Beer Bottles Beer Cans Bottles

A B c d e f g h i j k l m n o p q r s t u v w x y z

here’s an easy list to help you recycle right. thanks for joining the recycling revolution.

recycling revolution

Recycling Green organics Other

General waste Hard waste

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QR Code Application

Proactive and innovative agency idea



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Recycling Revolution evolution Recycling The Client: Project