MCC bulky waste campaign

Driving behaviour change through effective education campaigns

Maitland City Council

Maitland City Council engaged our expertise in education campaigns to launch their new and improved bulky waste service.

With a diverse community to educate, our challenge was to distil the key messages into easily understandable nuggets and create a campaign that made behaviour change accessible, memorable, and enjoyable.

MCC bulky waste
MCC bulky waste

To achieve this, we developed a distinct visual identity for the Bulky Waste Service while maintaining a connection to the overarching MCC brand. Our campaign style was eye-catching, positive, and quirky, capturing attention and generating engagement. We produced a range of deliverables, including animated videos, a collection of playful illustrations for online and print, still images, and a Tri-fold DL brochure distributed to all residents.

The launch of the campaign received positive feedback, with the Council’s customer feedback team reporting a smooth rollout and no significant communication difficulties. By effectively communicating the benefits of the new bulky waste service through clear and engaging materials, we empowered the community to embrace the changes and make use of the convenient and flexible service.

First three month figures show the new bulky waste service is hitting its resource recovery targets. Approximately 220 tonnes of waste had been processed for recycling since the start of the service, with an anticipated resource recovery rate of 85 per cent.

The online portal showed ‘a strong preference for and trend towards self service and digital options from residents’.

MCC bulky waste flyer

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