Recycling Victoria Campaign
Target Demographic
20 to 40-year-old Victorian men and women born between 1976 and 2005
Mark is a 27-year-old who lives in Brunswick in a sharehouse. He is not the primary recycler in the household. Both he and his housemates care about recycling but don't understand how to recycle properly. They feel their individual impact on the environment isn't enough to create change on a global scale. They are unsure about the specifics of what constitutes soft plastic. Their view on recycling is important yet inconvenient and they have to go out of their way to recycle, taking up valuable time in their busy lives.
Problem
Changing behaviour campaigns have shifted over time. Campaigns that utilise fear, shock and shame tactics are found to be less effective and successful at motivating their target audience to change their behaviour.
Therefore campaigns that use positive emotional appeals to inspire their target audience to change their behaviour are more successful at creating a change of behavior.
The SMP
Our simple minded proposition (SMP) is that recycling as an individual is important.
Video Advertising
The Video will be used for TVC and Social Media advertising and will be strategically played at times when our Target Demographic will be active.
These next executions are scamps and drafts of what will follow the video in the campaign.
