Colenso BBDO creative brief

Brand MFE/ Regional Councils/ Local government NZ
Job Description ad campaign to help reduce waste in New Zealand
Date 25 October 2002
Job No tbc
Internal Review tbc
Client Presentation tbc
On Air Date April 2003
Budget 75k production
228k media

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.

What is the key insight in this brief?

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.

What are we trying to achieve with this advertising?

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.

Who are we talking to and what do we know about them which will help us?

Householders and shoppers. Those with an environmental persuasion. They are already recycling cans and bottles would do more if they knew what to do.

What is the one thing we want to say?

Rubbish. It doesn’t go away

Why can we say this?

  • We produce more than three times as much waste as we did 20 years ago. We now dispose of 3,400,000 tonnes of waste – more than twice what we disposed of 10 years ago.
  • Every year each of us disposes around 870 kg of waste. A family of 5 disposes almost 4.5 tonnes of waste every year.
  • Every month the people of New Zealand dispose of enough rubbish to fill a rugby football field to more than 30 stories high.
  • In the last 20 years the amount of solid waste in Auckland has increased by 130 per cent.
  • It costs each household $151 to dispose of their waste – double what it cost 10 years ago.
  • It now costs us $2 billion a year to dispose of our waste.

Solution (these will be refined and prioritised via research)

  • Start your own compost heap for green garden and kitchen waste.
  • Buy economy packs and refills when you can.
  • Look for the EnviroChoice label.
  • Turn down the bag and take your own shopping bag when you shop.
  • Stick a no circular / junk mail message on your mail box.
  • Plant a wild garden that is kinder to the environment and needs less pruning.
  • Try and throw away less and reuse more.

Mandatories/Guidelines

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