Creative campaign
development and execution
The Cairns Regional Council sought to reduce the litter volume at hotpots and increase volunteer participation in the annual Clean Up Cairns.
The campaign's purpose was to encourage residents to think about the damage rubbish can cause to our precious land and sea. Even a little piece of litter can cause issues for our wonderful marine life and the Great Barrier Reef.
The challenges
Clean Up Australia’s 2023 Litter Report found that plastics were the most reported type of material found at ‘Clean Up’ sites. Plastic represents up to 80% of marine litter, often in the form of microplastics.
The solution
We developed a mass media campaign with powerful creative that connects marine life dangers with littering. Using popular litter items such as cigarette butts, chip packets and slushie cups to clearly identify the culprits.
Soft plastics, cans, and other food and beverage items form the top five litter items found. The media strategy considered where these items are acquired and disposed of.
Community clean ups
To bolster participating in community clean ups our campaign included social media, road side, and radio promotions.
Land and sea ranger videos
that spark engagement
A short documentary was curated in collaboration with land and sea rangers throughout the region, the Turtle Rehabilitation Centre, and the youth councillors. This powerful video shows the impact of litter on marine life and empowers residents to keep Cairns clean.
0 clean ups
held throughout the communityin September 2024
0
Video viewsin the first month of the campaign
0
Visitsto the clean creeks web page
Let's get to work
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