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Don’t be a Tosser

Client
EPA
Creative Director
Campaign Producer
Jazz Twemlow
Copywriter
Art Director
Film and Print Producer
Digital and radio Producer
Maren Smith
Photographer
Christopher Walsh
Graphic Designer
Pete Adams
Graphic Designer
Clancy Gibson

BRIEF
The EPA have run the “Don’t be a Tosser” campaign since the year 2000. Over the years, the way this message has been delivered has taken many shapes and forms, but the core message has always remained the same: don’t litter.

We were tasked with creating the next iteration of the highly recognisable government campaign and to convert the recognition into real behaviour change.

RESPONSE
Working closely with the EPA we discovered – through research – that people who litter don’t recognise themselves as an offender. In their minds, a piece of garbage such as a gum wrapper or cigarette butt is too small to be part of the problem. We tapped into this mindset and put the onus of responsibility back on the individual in a lighthearted and playful way, developing a multi faceted creative campaign that urges this audience to take responsibility for their own actions.