FOGO_60 sec.mp4
Content & creative for Inner West Council

Creating FOGO heroes

Food Organics, Garden Organics for the Inner West


Food waste is the largest single component of garbage bins in the Inner West area, at an average of 47%. This waste ends up in landfill, breaking down in a way that creates greenhouse gases, affecting air quality and public health.

FOGO logo
Two promotional posters hanging from line, attached to binder clips

Resident waste behaviour surveys conducted by the Inner West told us that the community is generally concerned about the amount of waste that goes to landfill. However, this doesn’t always translate into waste minimisation behaviour.

For many, when it comes to looking after the environment, the intent to do the right thing may be there, and there may even be a social desire to do so, but sometimes action isn’t always followed through.

Light blue background with comic book dots


ICON’s creative approach was to show residents of the Inner West that using the FOGO bin is something anyone can do and encourage them to take pride in themselves and how their community is making a positive impact.

Introducing ‘Be a FOGO Hero!’, we showed residents of the Inner West how to unlock their powers and become heroes when they FOGO.

The vibrant look and feel allowed us to impart practical information in an eye-catching way and is deliberately endearing and evocative for younger audiences, leaning into the notion of anyone and everyone being able to FOGO.

Valiant heroes of all shapes, sizes and supernatural abilities are presented in the campaign artwork, which ICON captured through a videography and photography shoot in local residential areas.

Assets included social videos, DLs, postcards, posters in community hotspots, as well as translated materials for CALD residents.

Promotional banner showing a man standing tall next to a rubbish bin, surrounded by food scraps on a blue comic book background. The campaign logo, 'Be a FOGO Hero' sits to the top left.
Image of FOGO posters translated in Korean, Arabic and Spanish


Through our campaign, we helped transform the waste behaviours of over 200,000 residents of the Inner West, keeping FOGO out of bins, and reducing emissions.

FOGO_Social Case study_16x9_v5.mp4
Promotional content including a social media tile with the message 'Everyone wins when we FOGO', and two informational flyers.
Light blue background with comic book dots


  • Dedicated client service team

  • Behaviour change strategist

  • Creatives and designers

  • Production.

Cartoon food scraps including a half eaten slice of cheese, bread slice, watermelon slice, turkey drumstick and banana peel

Make what matters.
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