Brief
City Services wanted to launch a campaign, regarding a new compliances and on- spot fines to be applied on illegal dumping.
Challenge and insight
The core challenges were; overcoming peoples’ lack of consideration for what is right and wrong and in delivering interesting messages that carried potentially negative messaging from Government to the people in a more positive manner.
Creative strategy
In this campaign, I focused on the target audience and their insights, to guarantee a meaningful and impactful campaign. My strategy to engage the audience, was to communicate the message in a creative, simple and light-hearted way with a humorous twist diluted the harshness of the message, attracted their attention and had strong recall power.
Campaign line
Your actions, Your cost.
Campaign-ability
Your dumped goods, your cost.
Your abandoned vehicle, your cost.
Your littering, your cost.
