This Global Recycling Day.
Cairns Regional Council is helping residents know more about what goes in each bin this Global Recycling Day in a campaign via alt/shift/.
Community research found that while residents consistently rated the importance of recycling highly, their confidence in doing it correctly was significantly lower.
Nearly half admitted to placing items in the wrong bin simply because they weren't sure where they belonged, according to Cairns Regional Council.
alt/shift/ Brisbane general manager Pricilla Jeha said the campaign was built on a deceptively simple behavioural insight: the barrier to better waste behaviour in Cairns isn't motivation, it's knowledge.
"Most waste campaigns try to make people care more about recycling. But Cairns residents already care deeply, the research proved that,” said Jeha.
“Our job was to remove the uncertainty that sits between good intentions and correct behaviour. 'Know Before You Throw' gives people a practical prompt at the exact moment they need it."
Every year, more than 5,000 tonnes of recyclable materials in Cairns are being thrown in the wrong bin and ending up in landfill.
The campaign launches across outdoor advertising, digital and social media, radio, and in-home materials, rolling out across Cairns over the coming months.
alt/shift/ senior creative Rachael Mortimore said the research findings directly shaped the creative direction.
"We set out to create a tone that is supportive, practical and helpful in the Know Before You Throw campaign,” said Mortimore.
“Residents don't want to be lectured; they just want the tools and information to help them do the right thing.
"The core identity of the campaign stays constant, while educational topics rotate across food waste, contamination, batteries, soft plastics and emerging issues like the disposal of lithium batteries.”
CREDITS
Strategy, Creative and PR Agency: alt/shift/
Strategist: Caroline Starecky
Group Creative Director: Anna Fullerton
Senior Creative: Rachael Mortimore
Designers: Leisa-Kay Fleming, Ashley Goodall
Photography: Damien Bredberg
Media Partner: Mak Media
Producer: Jess Lucas
