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Waste Campaign Pilot
"Reduce Your Rubbish" - A successful model for future collaboration
The "Reduce Your Rubbish" campaign
was designed to raise awareness of New Zealand's growing waste problem
and to provide householders with simple actions they can take to reduce
their rubbish.
The campaign was developed in partnership with regional councils and employed a range of advertising tools, such as television, print, radio, and the internet, between April and June 2003.
The campaign was designed to test whether central and local government could collaborate to provide a more cost-effective way of communicating with the wider public on key environmental issues.
The pilot campaign was also an important step in the implementation of the longer-term education and information programme identified in the New Zealand Waste Strategy.
The campaign itself proved to be an excellent vehicle for collaboration between a range of organizations that are working to achieve similar outcomes. By working collectively these organizations were able to achieve far greater results.
The following information is available on the "Reduce Your Rubbish" campaign:
- Creative brief
- Campaign promotional material
- Research and evaluation
- Conference paper: Can social marketing provide a model to address New Zealand’s major environmental problems?
The Reduce Your Rubbish website continues to be a useful resource for householders and communities throughout New Zealand.
