Designing campaigns that drive behaviour change

Do you need to find ways to change long-standing habits, en masse?

November 21, 2022

Sometimes marketing needs to be geared towards asking people to ‘stop’ something they’ve been doing for years. Racism (It stops with me), Family violence (Respect), Avoid train hazards (Dumb ways to die), Stop smoking (Quit) are some major campaign examples that come to mind. It can be hard to get our kids to follow instructions, even harder to get adults to ‘do as they’re told’. These sorts of challenges are tackled by marketing teams who identify ways to engage the right people in the communication style they are most likely to relate to. Any such solutions, once launched, need time and high visibility to make any real difference.

Office and retail recycling campaigns

Wide Open Co has been working for Great Forest Australia to create office and retail campaigns that are designed to change waste generating habits into enthusiastic recycling habits. It’s been great fun developing messaging and visuals to connect with the various audiences we need to reach. Each campaign must raise awareness about a problem and propose an action that enables individuals to contribute to the solution. But ultimately, the delivery of the solution must connect on an emotional level so that the individual is ‘moved’ to act positively.

To date we’ve developed 6 campaigns, as outlined below:  

Daily Acts of Recycling

Problem: Recycling stream contamination in office buildings

Solution: Clarify where to dispose of offending waste items

Communication style: ‘Daily Acts of Recycling’ uses the language and imagery of yoga practice to create a peaceful, fun and broadly appealing message – perfect for a pandemic-fatigued workforce.

View our case study here

Organics for Life

Problem: Retail food waste in landfill is a major producer of greenhouse gases

Solution: Food scraps disposed of via the Organics stream can be made into compost

Communication style: ‘Organics for Life’ uses lush and verdant growth to celebrate the life-cycle that includes the creation of compost to grow new food plants.

Organics for Life: retail organics recycling campaign floor decals

View more here

Food Scraps are Not Waste

Problem: Retail food waste in landfill is a major producer of greenhouse gases

Solution: Food scraps should be put in the Organics not General Waste stream

Communication style: ‘Food Scraps are Not Waste’ combines food puns and enticing food imagery to encourage greater rates of organics recycling.

Food Scraps are Not Waste: retail organics recycling campaign floor decals

View more here

The Usual Suspects

Problem: Incorrect disposal of co-mingled recyclable items in food courts

Solution: Identify items to be disposed of in the co-mingled stream and the common mistakes that lead to contamination in recycling and general waste streams

Communication style: ‘The Usual Suspects’ uses the police line-up and colour coding to prominently display recyclables and common offenders.

The Usual Suspects: retail co-mingled recycling campaign wall decal

'Yeah, Nah'

Problem: Food court recyclables containing liquid or food scraps contaminate the co-mingled stream

Solution: Clarify the need to separate contaminants

Communication style: ‘Yeah, Nah’ uses common Australian vernacular to classify items as ready or not ready for co-mingle disposal and a pop art-inspired design solution.

'Yeah, Nah': retail co-mingled recycling campaign floor decals

Waste Facts

Problem: Common disposal mistakes in the office setting resulting in contamination of waste streams and missed opportunities

Solution: State the facts about waste stream contaminants, and propose alternative actions to reduce waste

Communication style: An artful presentation of unexpected and new facts in a format that entices employees to read on site or take a copy to peruse on the way home – one that doesn’t look at all like a policy or instruction manual.

Waste Facts: Z-fold brochure

View more here

Results forthcoming

These campaigns will be rolled out in offices and shopping centres across the country in 2023, with a reach of hundreds of thousands, young and old. Great Forest Australia undertakes annual waste audits at these properties and will report on the success of the campaigns. We’d love to hear how you think they’ll perform.

Has this article sparked something?

Do you have a problem that will only yield to behaviour change? Do you have some ideas about how this might be done, or prefer to leave that up to someone else? Don’t be a stranger. Drop us a line and ask us how we can help you connect with your audience.

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