|Brand||MFE/ Regional Councils/ Local government NZ|
|Job Description||ad campaign to help reduce waste in New Zealand|
|Date||25 October 2002|
|On Air Date||April 2003|
The Product Is – The waste of New Zealand
The Brand Is – The Regional Councils of New Zealand, MFE, and Local Government NZ
The Personality Is – Thought provoking, decisive, and brave.
People are not aware of the role that they play in New Zealand’s growing waste problem. They fill their wheelie bins on a weekly basis with kitchen and household rubbish and that is the last that they think about the issue. Rates are paid and the rubbish is taken. Job done.
Some people put out their paper and glass separately for collection and believe that all of this material is recycled. This helps makes them feel that they are doing their bit for the environment.
The public’s responsibility for the problem of waste accumulation is low because awareness of the role they play in the problem is very low. Evidence of this is demonstrated by the fact that 48% of the people in Auckland say they do almost everything already to reduce waste.
Most people recognise recycling as the solution, there is much less awareness of composting and purchasing with greater regard to the environment.
Changing people’s behaviour at source is going to be difficult. We live in a fast moving throw away society where people form strong allegiances with brands.
If there is too much packaging then there is a perception this is a problem between the government and the companies who make our products not the end user.
Raise awareness of the problem of accumulating waste and provide simple bite sized solutions that people could implement. Personalise the problem so people can feel that individually they can make a difference.
Householders and shoppers. Those with an environmental persuasion. They are already recycling cans and bottles would do more if they knew what to do.
Rubbish. It doesn’t go away
Logo details to be advised.
Media TV/print/supermarket/garages point of sale etc.
Two stage campaign. First dramatise the problem secondly individually show the solutions that could be adopted.
Last updated: 17 September 2007