Keep Australia Beautiful
You know it’s the right thing to do
The Keep Australia Beautiful Programme WA has been in market for many years. Research has shown that we all take considerable pride in the beauty of our state, and we all enjoy what that allows. But as populations grow, diversify and spread, the Department of Water and Environmental Regulation face the on-going challenge to deliver a very important message and ultimately preserve our beautiful state.
“We were engaged by the Department to develop a new brand that would engage with the WA community to promote and encourage positive behaviour.”
We developed the ‘Bin It – You know it’s the right thing to do’ brand and messaging. Leveraging the key insight that people really do know that littering isn’t the right thing to do, flipping this into a more positive reinforcement.
To launch, a full marketing campaign was then devised with creative being applied to a wide variety of channels including cinema, outdoor, social, website and direct mail. Our media strategy included ‘bin advertising’ in and around various McDonald and Hungry Jacks outlets, having a noticeable brand message near incidents of littering.
The ‘Bin It – You know it’s the right thing to do’ brand is now established within the Keep Australia Beautiful WA family and its success has seen us develop and execute four additional campaigns. A wide variety of channels have been used to help educate, engage and bring awareness to the message.
Discovery
Strategy and planning
Analysis of research and report findings
Focus group
Development
Brand development
Campaign development
Messaging
Copywriting
DElivery
Out-of-home
Facebook creative
Social AVs
TVCs
Printed collateral
“Creative.adm are active listeners, translating our briefs with flair, and they capture the essence of our message every time. The team are committed to delivering on our needs and are incredibly time responsive.”
