Litter prevention

NSW Environment Protection Authority

CONTEXT

The Hey Tosser! (and Report a Tosser) campaign is an initiative by the NSW Environment Protection Authority (EPA) that aims to help reach the NSW Premier’s Priority Target to reduce the volume of litter by 40% by 2020.

Context

Having been in the market for some time, the campaign had strong brand recall but was losing public engagement. In order to keep the campaign fresh and interesting, the EPA needed help to support the advertising spend (both digital and traditional) and engage the NSW public in a conversation about litter.

OUR WORK

Our Work

Horizon developed a campaign whereby 40 bottles fitted with GPS tracking devices were released into waterways across NSW. The purpose was to provide a real-time demonstration of what happens to litter when it enters our waterways.

Comprehensive media relations and social media campaigns were created to reach key media, consumers, influencers and stakeholder/intermediary groups. We created a wide range of media content to support the advertising materials. This included VNR footage of the ministerial launch, a Facebook video, and an animated video at the conclusion of the campaign that illustrated the journey of all the bottles.

RESULTS

Results

In total, the campaign achieved a reach of 7,678,447 which included 58 online and print media outlets, 125 broadcast media conglomerates and 21 verified social media pages.

AWARDS

Awards

Winner

2017 PRIA
Golden Target Awards

Winner

2018 Mumbrella
CommsCon Awards

Winner

2018 Gold
Stevie Award

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