Over the course of one year, the council of Greater Dandenong collected over 775 tonnes of illegally dumped hard rubbish and spent close to $2.9 million on litter management, dumped rubbish and street cleansing services.

We were contracted to develop community awareness campaigns to reverse the growing trend across residential areas, shopping strips and public spaces and encourage more neighbourhood pride.

Our creative strategy identified key target audiences and third parties who might play a crucial role in influencing behaviour. Our goal was to simplify the message and make it as easy as possible for people to consider doing the right thing.

The campaign was launched on Clean Up Australia Day with a massive installation of dumped rubbish in Harmony Square in Springvale.