Auckland Council asked us to help with their project to help people in South Auckland understand the changes to rubbish collection in their area. From September bins that had been distributed earlier would be needed for household rubbish to be collected.
There's no easy way to talk about the issue, but there is the risk that people will dump their excess rubbish in public places - parks, creeks or roadsides.
BrandWorld developed an ad campaign to make the issue tangible and meaningful to the local community. There are three key components to the message that we worked with council teams to identify:
Focus on the issue directly
Dumping rubbish is illegal and a negative behaviour.
Contextualise the problem and make it a shared issue
Dumping is an abstract idea. Most people don't dump. People who see it and want to act are often inhibited by social conventions - we don't want to 'dob' in our neighbours - even if they are doing wrong.
Focus on the positives.
We Are The Beautiful People Of Auckland
From the research we saw the pride of place and community that exists and decided to personify the cause - rather than take an institutional or instructive approach.
Don't just identify the problem - offer solutions
We recommended that the council open a help line for people who had more rubbish than would fit in their new bin. A help-line was set up and in the early days of the campaign has already proved itself to be an effective resource for the community.
We worked with Auckland Photographer Stephen Langdon to develop a campaign with images of real people from the neighbourhoods targeted by the campaign. All of the people featured in the campaign have genuine stories to tell about reducing waste and recycling which adds an authentic dimension to the campaign.
The campaign is a companion to the world Brandworld have been doing to promote positive attitudes and changed behaviour about Littering.