The City of Greater Dandenong is currently introducing a series of new household wheelie bins (garbage, recycling and garden waste), in an initiative aimed at improving household recycling habits and ultimately reducing the amount of waste sent to landfill.
Residential ratepayers are encouraged to choose from one of six available bin options, according to their household’s needs.
Icon was engaged in late 2013 to deliver an integrated campaign to communicate the bin changeover program to all residents in the municipality, as well as internal stakeholders and local media.
Because the initiative follows a residential rates increase, Council was conscious of a possible backlash from ratepayers in response to costs associated with the bin changeover program. Icon’s communication and program implementation strategy therefore focused on ensuring the changeover was a simple and positive process for ratepayers, while focusing on a positive environmental benefit. With 51% of residents in Greater Dandenong coming from non-English speaking backgrounds, a key component of the campaign was communicating effectively with the culturally and ethnically diverse community. Icon’s communications plan also facilitated and managed ratepayers’ bin changeover registration, with Icon set to shortly deliver to council the household data required to implement the program.
Icon’s creative team developed a simple, friendly and accessible campaign concept called the ‘Great Bin Swap’, featuring a set of environmentally friendly bin characters, a strong visual element in all materials.
The multi-phase campaign communicated to households the need to register their bin selection prior to the delivery of the new bins, while also encouraging them to select a more environmentallyfriendly garbage bin downsize. An online microsite included fact sheets and videos to educate the community about the program’s objectives, enable residents to make an informed choice for their new bins, and facilitate registration. Direct-mail packs have also been delivered to households. Icon has designed a database solution that integrates direct mail and online form registrations, merges data and delivers a consolidated bin registry database to council.
A comprehensive media and stakeholder relations plan was developed to ensure issues management and provide positive news angles focusing on household recycling tips, and how residents can play their part in council’s landfill reduction strategies.
Icon also partnered with specialist consultancy LOTE Marketing to ensure the campaign engages CALD (Culturally and Linguistically Diverse) audiences. The campaign collateral has an audio-visual focus including posters and radio advertising, with materials translated into nine languages.