Clean air campaign for NSW EPA

NSW Environment Protection Authority (EPA)

We developed an education campaign for the NSW Environment Protection Authority to address the lack of awareness about the harmful effects of wood smoke on health and air quality. Despite the resurgence of slow combustion heating, many people remained unaware of the negative impact of wood smoke.

To tackle this issue, a distinctive and engaging campaign was developed using a quirky illustrative style to capture the attention of the community and initiate the process of educating them about the alternatives to wood-fired heaters and better burning practices.

Guiding Insight: We used the sense of smell to trigger behaviour change as it’s closely linked to our emotions and memory and can evoke powerful responses and influence actions and behaviours.

The campaign’s key message, “If you can smell it, you’re already breathing it,” served as a trigger for behaviour change and highlighted the need to take action to reduce wood smoke pollution.

The campaign materials were specifically designed to be co-branded with local Councils and targeted towards areas with high wood heater usage. Through this targeted approach, the campaign aimed to raise awareness, change perceptions, and promote responsible burning practices. Overall, the education campaign played a crucial role in addressing the misconceptions surrounding wood smoke and promoting a healthier environment for the community.

Production Partners: Jumbla Animation Studio.

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Maitland City Council

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Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia

Wadawurrung Country

Surf Coast Shire
Victoria
Australia

We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.

Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia

Wadawurrung Country

Surf Coast Shire
Victoria
Australia

We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.