Driving a shift in the perceived value of recyclables.

I produced a campaign for MidCoast Council to reduce the amount of recyclables going to landfil.

During the project, I discovered a crucial insight: people are more likely to recycle when they see the future value of recyclables. 

I based the campaign on this insight, leading to the story for an animated TVC, which demonstrated how an aluminium can could become a bicycle. Additional scripts helped educate residents on common recycling mistakes, like thinking that coffee cups can go in the yellow bin. I wrote the scripts and directed the animation and VO created by Jumbla animation studio.

I developed additional public behaviour materials to ensure best practice recycling habits were being followed and delivered these across social and print channels.