Client: EPA
Agency: Paper Moose
Industry: Government
Role: Art Director + Graphic Designer
Contributors: Nick Hunter, Jazz Twemlow, Seaton Kay Smith, Clancy Gibson + Pete Adams
Agency: Paper Moose
Industry: Government
Role: Art Director + Graphic Designer
Contributors: Nick Hunter, Jazz Twemlow, Seaton Kay Smith, Clancy Gibson + Pete Adams
How do you get people to do good things when they already think they are? That was the problem faced by EPA, who had excellent brand recall from their “Hey Tosser” campaign, but little actual behaviour change. Lots of people were littering, but at the same time, there were no actual litterers. Time to hold up a mirror to our audience. We created a world where discarded litter came back and stuck itself to you if it wasn’t correctly thrown in the bin, even chasing you across a whole park if you tried to run away. Reinforced by the tag “If it’s not in the bin, it’s on you,” this physically and verbally tied the responsibility of litter to its owner.
Research shows that negative, finger-wagging campaigns generate less behaviour change and that audiences find such creative approaches less engaging. By allowing us to recognise ourselves as the litterer, rather than seeing the litterer persecuted, the humorous approach gave audiences space to engage with the creative and realise they might be part of the problem… which they were.
