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The Gold Coast has a litter problem. Well – a problem with people who litter. Our job was to get offenders to stop littering and encourage people to report incidents.
Reinforcing public opinion that littering was not acceptable, our campaign targeted offenders where it hurt – their ego!
Tonally, Only Rubbish People Litter was not only a memorable play on words, but also a clever approach to changing behaviour – because no-one likes to be known as a rubbish person. And to change that, is to clean up their act.
Visually, our campaign appealed to residents’ civic pride and to tourists’ reasons for visiting. By turning the natural beauty of the Gold Coast into a tip, we showed how they destroy what they came here to enjoy.
To make the integrated campaign (OOH, Social, Activation) highly visible and impactful, 3 x oversized ‘Rubbish People’ sculptures were also erected across the Gold Coast.