NSW Government Lets Stop It and Swap It
Approximately 95% of the litter on beaches and waterways comes from suburban streets, and the vast majority of that litter is single-use plastic.
This campaign was to create awareness about the single-use plastics ban in NSW. It took place across two phases – the initial lightweight single-use plastic bag ban on June 1, and the more comprehensive single-use ban that took place on November 1.
Bastion wanted a simple message to announce the ban. Our idea was a rallying cry for consumers to jump on board.
We created a campaign that would educate consumers that single-use plastics,- eg. cutlery, crockery, straws and plastic bags with handles – would no longer be handed out by retailers; and encourage consumers to think about the environmental impact of single-use plastics, whilst finding an alternative to them.
We came up with a simple, and catchy campaign line, and a messaging construct that clearly spelled out the environmental reasons for change and we unashamedly showed an emotionally charged piece of film with the turtle consuming the plastic bag. We wanted to create a sense of urgency, but also spell out the options for plastic alternatives.
This creative work was rolled out across film, OOH, press, digital display and banners.