We mined 7 years of EPA consumer research to weaponise psychology against an unwitting public that didn’t see itself as part of NSW’s littering challenges — and didn’t like having the finger wagged at them either. Curiously, even self-admitted litterers didn’t see themselves as part of the problem.
So we set about reframing everyone as a culprit, whether they identified as a litterer or not.
We did this by leveraging absurdity and humour in our messaging, from sticky boomerang-like rubbish to a glorious power ballad, we leveraged EPA’s significant brand recognition and herd mentality into a series of highly effective campaigns with measurable impact.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.