Humble heroes
Australia has a food waste problem. Approximately 92% of household food waste goes directly to landfill*, where it becomes greenhouse gas that is more harmful to the atmosphere than carbon dioxide.
You can see why Sydney’s Inner West council decided to do something about it. The council had developed a food waste program and was ready to roll it out. The challenge then fell to us to make its vibrant, diverse community aware of the program and informed about how it works – and to have some fun while doing it.
Audience insights revealed that Inner West residents have both deep ties to their community and deep concern for the wellbeing of the planet. So we strategically meet them in the middle with a campaign starring locals who become heroes when they use the food waste program.
And where does one commonly find heroes? The pages of comic books. We took inspiration from their iconic look and feel to transform friends, families and neighbours from the Inner West into ambassadors for planetary protection.
Assets spanned social video, posters, postcards and DL flyers – including translated materials for CALD residents – helping transform the waste behaviours of over 200,000 Inner West residents.
My role:
Creative ideation & direction
Stakeholder presentation
Asset development
Script writing
