From the ‘Don’t be a Tosser’ platform.
NSW Environment Protection Authority (EPA) is changing the behaviour of daily and weekly litterers in a campaign via 303 MullenLowe.
The new campaign builds on the 11-year-old NSW EPA ‘Don’t be a Tosser’ platform.
303 MullenLowe Sydney’s chief strategy officer Jody Elston said by portraying furious birds and turtles confronting litterers, Nature Hates a Tosser and its “disruptive tonality” aimed to make people reconsider their act of littering as harmless, and understand the real harm it causes to wildlife and waterways.
“We know that anonymity increases people’s propensity to litter,” Elston said.
“Young men in particular are less likely to drop litter when people are around or they are closer to home, so we needed to shift from evoking social shame when people are watching, to personal shame in the moment.
"To ensure their emotional response would over-ride convenience led excuses.
“Our secondary research illuminated a famous psychological experiment whereby the presence of eyes simulates an authority figure watching and works to curb people’s negative behaviour even when alone.
“We leveraged this cognitive influence and showed nature’s angry eyes watching to bring the real impact on wildlife and waterways closer to the littering behaviour.”
The Nature Hates a Tosser campaign is the first executed by 303 MullenLowe since being appointed by NSW EPA earlier this year as the result of a competitive pitch.
It is live across TV, BVOD, SVOD, radio, digital and social, OOH and across CALD assets (film, social, radio).
“Tosser has been highly successful at driving home litter prevention messages since first airing in 2014,” said NSW EPA director, coroporate affairs, Vanessa Grimm.
“But we know that despite these efforts, there is still a group within our communities that will litter using excuses like ‘there wasn’t a bin nearby’ or ‘it’s only a small wrapper or bottle top’.
“We hope by showing that nature is watching and angry, these litterers will understand and acknowledge the impact their littering has and ultimately change their behaviour. We’re excited to see this come to life across multiple platforms and formats.”
Credits:
EPA
Linda Kerman – Manager Communications and Marketing
Cat Khuat – Principal Marketing & Campaigns Advisor
Jess Tocker – Senior Marketing & Campaigns Advisor
Jeremy Hartcher – Senior Marketing & Campaigns Advisor
Rupert Saville – Manager Programs
303 MullenLowe Sydney
Joanna Gray – Chief Executive Officer
Bart Pawlak – Chief Creative Officer
Jody Elston – Chief Strategy Officer
Adam Whitehead – Creative Director
Tiara Lowndes – Creative Director
Ben Glasson – Client Service Director
Head of Production – Skye Lanser
Executive Broadcast Producer – Jackie Archer
Head of Design – Alby Furfaro
Production Partners
Mitch Green – Director
Rob Steele - Executive Producer, InMotion Films
Sonar Music - Music and Sound
