Trilogy campaign for City of Stirling drives behavioural change around illegal dumping

Ever been dumped!? We’ve all been there. It’s sad, lonely, disappointing, and just plain messy. No-one likes to be dumped, is the idea behind this campaign from Trilogy which attaches this emotion to household objects that are all too often dumped on verges throughout the City of Stirling.

The City clears about 1.5 tonnes of illegally dumped materials in parks, streets, carparks, vacant lots and laneways daily. Not only are illegally dumped items an eyesore and an avoidable cost to the City, they can put pedestrians and cyclists in danger by blocking paths and passageways. It’s also a huge waste of resources; most unwanted furniture and white goods can be recycled or reused.

With an average of 415 reports of illegal dumping annually (that’s more than one a day, and only those reported) City of Stirling needed to educate its residents about its free on-demand waste services, which include the collection of mattresses, e-waste and white goods as well as access to free skip bins and tip passes. When e-waste materials, such as TVs and computers, are collected, an incredible 98 per cent of recovered materials are recycled, so it’s a great result when considering the reduced impact on the environment.

Anchored by dumped characters brought to life in an animated video series, the campaign is running through social media and across a range of out-of-home including bus shelters, train stations panels, posters and digital screens in high traffic public spaces throughout the City of Stirling. The campaign also reached cinema goers during the Summer peak, with audiences enjoying the humour and relatability of characters’ punchlines – such as a computer’s “I know your search history!” droll delivery, and a fridge’s “By the way… your kid’s artwork SUCKS!” retaliation.

“With the perfect tone and humour, this campaign really hit the mark and its opportunity for longevity supports City of Stirling’s business objectives,” said Connie Trinh, Senior Brand Director at Trilogy. “The campaign has been extended with more characters. We admire the services offered by the City of Stirling and are very appreciative of their collaborative and willing support of this campaign.”

“Filming on location in the spots where each of the items were illegally dumped added an extra layer of authenticity to the campaign,” said Ryan Vergone, Digital Creative Director at Trilogy. “The dumped characters, like the fridge and couch, are also very recognisable, so they immediately resonate with people who see items like this dumped, or who may have been considering dumping such items themselves and hopefully now won’t!”

Click here to view the campaign videos, which were released over the summer months.

Credits:
Client: City of Stirling
Marketing Managers – Rebecca Keating and Danielle Cavey
Agency: Trilogy Advertising and Marketing:
Strategic Brand Manager – Lisa Thom
Senior Brand Director – Connie Trinh
Digital Creative Director – Ryan Vergone
Writer – Ryan Vergone
Finished Artist – Glenn Blackie
Sound Production – Tim Count, MDS Studio