We were briefed by the Environmental Protection Agency to educate people on the the impact of litter on the marine environment – as litter flows into drains, rivers and eventually the ocean. Instead of the usual PSA we released a song, music video and suite of ads to educate and create behaviour change through an emotional response.
The campaign needed to cover a wide audience, many of whom live a long way from the ocean and didn’t think their own behaviour was part of the problem.
It’s one thing to know that litter ends up in drains and the ocean, but it’s another to hear it directly from the sea creatures who suffer. And there’s nothing like a power ballad to instantly build a strong emotional connection.
Introducing Rage Against the Polystyrene, and their hit single ‘Don’t be a tosser’.
Humans have a tendency to ignore generic information and prefer to focus on specifics, so we built a matrix of seven littering behaviours (such as ‘wedging’ the litter into a crack or seat, and ‘flagrant flinging’ of litter), common locations and littering moments, to help our audience see a little of themselves.
Our suite of short ads, focussed on each of the littering moments and utilised the song as a powerful jingle.