Work SUSTAINABILITY VICTORIA 
E-WASTE RECYCLING BEHAVIOUR CHANGE CAMPAIGN

Deliverables
  • CAMPAIGN STRATEGY
  • CREATIVE IDEATION
  • COMMUNICATIONS & PR STRATEGY
  • CINEMA, TV & ONLINE FILMS
  • PRESS, POSTER & PRINT EXECUTIONS
  • PRINT DESIGN & PRODUCTION
  • DIGITAL BANNERS & WEB CONTENT
  • SOCIAL MEDIA STRATEGY & CONTENT
Overview

MAKING PEOPLE THINK TWICE ABOUT E-WASTE

In 2018 Sustainability Victoria (SV) engaged Icon Agency to create a public awareness and behaviour change campaign to support a forthcoming state-wide ban on electrical waste in rubbish bins and landfill.

With less than a year before the ban comes into effect, SV needed a campaign to make Victorians care about e-waste and not only accept the ban, but actively embrace e-waste recycling.

 
Background

CREATING A CAMPAIGN TO DRIVE E-WASTE RECYCLING 

The Victorian Government is investing $16.5 million to upgrade e-waste recycling centres at transfer stations so that by 2019 we will be able to better recycle and process all types of e-waste in Australia. The over-arching goals are to make better use of non-renewable resources and protect our environment from harmful contamination. From 1 July 2019, instead of putting their electronic waste in household rubbish bins, Victorians will need to take their e-waste to one of many new or existing e-waste recycling depots across the state. 

Challenges

INSPIRING PEOPLE TO SEE POSSIBILITY IN E-WASTE

Research tells us most people can’t tell you what e-waste is let alone how to dispose of it correctly. They don’t realise its value or the harm it can do to the environment. There is also a real barrier to overcome to stop people putting e-waste in their household bins. They will have to travel to a transfer station, which they see as a major inconvenience.

We recognised the need for a completely fresh approach to overcome these obstacles and inspire people with the possibilities of recycling.  A campaign that moved people to actively choose to do the right thing for the greater good: to reduce the impact on the planet and protect it for future generations.

Solution

CREATING A HEAD SPACE TO TAKE YOUR ELECTRONIC WASTE TO A BETTER PLACE

The Icon team, led by Creative Directors Rod Clausen and Ed Bechervaise, developed an innovative creative platform to inspire a new state-of-mind, with the promise of a brighter future. ‘Take your e-waste to a better place’.

Central to the campaign is a visually stunning film which takes Victorians on a fantastic journey of discovery. The film transports them to the wonderful world of e-waste recycling where we can recover precious materials for reuse, capture the nasty stuff before it does harm, build a better tomorrow and protect the planet. The 3D and x-ray creative devices from the film follow through into print, poster, digital and web to demonstrate what we can recover from e-waste.

The campaign launched on 4 July 2018 and will roll out in three phases across TV, cinema, online, press, posters, social media and PR channels over the next 12 months leading up to the ban in 2019.

Special thanks to our film production company partners – Cirkus, Auckland.

Campaign collateral includes: 

  • Cinema, TV & online films
  • Press, poster & print executions
  • Digital banners & web content
  • ewaste.vic.gov.au web content 
  • Campaign guidelines
  • Local council toolkit & collateral