Brand, web, content + marketing.
When Glenorchy City Council decided to revise its Waste Management Strategy, they realised it needed more than a simple redesign.
With the landfill site nearing capacity, it was clear the municipality had to rethink how they handled their waste materials.
With climate change, recycling and reduction of plastic usage all so topical at the moment, this was the perfect opportunity to speak to the broader Glenorchy population about their attitude and behaviours around waste.
At S. Group, we're always down for a challenge! Creating behavioural change in a municipality with low levels of literacy, a large migrant population and a council still working to regain trust within the community, was always going to be a challenge.
We first looked at unearthing key insights:
- What was it that stopped people from caring about their waste?
- How do people feel about the issue of waste management?
- Why should they care?
![Glenorchy Billboard 3000 RGB 300dpi](https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=990&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=72bfd259a7d0321943f8cb0d335694df 1320w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=744&ixlib=php-3.3.0&q=82&w=992&s=abd96441e2238de6df4513a62fab28a7 992w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1488&ixlib=php-3.3.0&q=82&usm=20&w=1984&s=f8c73349c295450f15bf05b711a830f7 1984w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=576&ixlib=php-3.3.0&q=60&w=768&s=55b3f10e57332acbd86cdb17e3dbd782 768w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1152&ixlib=php-3.3.0&q=60&usm=20&w=1536&s=fcbd8bcf35de5d6c88f2300152b5af5c 1536w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=480&ixlib=php-3.3.0&q=60&w=640&s=46a911d03504c299b546ddf4d8f5d3f2 640w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=390&ixlib=php-3.3.0&q=60&w=520&s=9f942947b129529c3d65e829034f745e 520w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=780&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=940ae215b14cdf830ba667bcb56dcc01 1040w)
![Glenorchy WMS Spreads 1 3493 RGB 300dpi](https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_WMS_Spreads_1_3493_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1570&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=4c74afe1afbfd670133bce22311e6a48 1320w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_WMS_Spreads_1_3493_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1180&ixlib=php-3.3.0&q=82&usm=20&w=992&s=66f96aeee5259db744af913813a8cef2 992w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_WMS_Spreads_1_3493_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=913&ixlib=php-3.3.0&q=60&w=768&s=8018d0e3b666240af0bcbdc1b1612901 768w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_WMS_Spreads_1_3493_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1827&ixlib=php-3.3.0&q=60&usm=20&w=1536&s=639e53fb2adb1f8461ef6881af0ce5f0 1536w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_WMS_Spreads_1_3493_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=761&ixlib=php-3.3.0&q=60&w=640&s=77ad758ce180b2ab8d2a08a218d9acd0 640w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_WMS_Spreads_1_3493_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=618&ixlib=php-3.3.0&q=60&w=520&s=329cdcfeeff450419d8148955cdebf7a 520w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_WMS_Spreads_1_3493_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1237&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=f595e2905355137c179b401263fe621b 1040w)
![Glenorchy Bus Shelter 1 3000 RGB 72dpi Optimised](https://s-group.imgix.net/projects/mcdermotts-coaches/Glenorchy_Bus_Shelter_1_3000_RGB_72dpi_Optimised.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1320&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=78df2406cf35dddaf0aafb85edf3aefd 1320w, https://s-group.imgix.net/projects/mcdermotts-coaches/Glenorchy_Bus_Shelter_1_3000_RGB_72dpi_Optimised.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=992&ixlib=php-3.3.0&q=82&usm=20&w=992&s=f25aad7fa790fdbed36c548816acdf51 992w, https://s-group.imgix.net/projects/mcdermotts-coaches/Glenorchy_Bus_Shelter_1_3000_RGB_72dpi_Optimised.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1984&ixlib=php-3.3.0&q=82&usm=20&w=1984&s=e42866bb58a49699d2cf604cc468cbed 1984w, https://s-group.imgix.net/projects/mcdermotts-coaches/Glenorchy_Bus_Shelter_1_3000_RGB_72dpi_Optimised.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=768&ixlib=php-3.3.0&q=60&w=768&s=371ae3584e355836e6a7e7906f382005 768w, https://s-group.imgix.net/projects/mcdermotts-coaches/Glenorchy_Bus_Shelter_1_3000_RGB_72dpi_Optimised.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1536&ixlib=php-3.3.0&q=60&usm=20&w=1536&s=65cdda35b41fa29397096ed582a238a5 1536w, https://s-group.imgix.net/projects/mcdermotts-coaches/Glenorchy_Bus_Shelter_1_3000_RGB_72dpi_Optimised.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=640&ixlib=php-3.3.0&q=60&w=640&s=97fe22ef9a7402dda63517ad24e83737 640w, https://s-group.imgix.net/projects/mcdermotts-coaches/Glenorchy_Bus_Shelter_1_3000_RGB_72dpi_Optimised.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=520&ixlib=php-3.3.0&q=60&w=520&s=3e2b5e7e91c5ac5cb9bf474cc6459b05 520w, https://s-group.imgix.net/projects/mcdermotts-coaches/Glenorchy_Bus_Shelter_1_3000_RGB_72dpi_Optimised.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1040&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=ac9c055c6636c3c57c9b2c6ab371941e 1040w)
![Glenorchy Website Banner 5708 RGB 300dpi](https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=609&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=fdb3d0c52b5c734f4b78240aa9f08626 1320w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=457&ixlib=php-3.3.0&q=82&w=992&s=dc447bcad0919d44c5681e0c0157c21d 992w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=915&ixlib=php-3.3.0&q=82&usm=20&w=1984&s=ad40a3aace79c5f870372afcea586906 1984w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=354&ixlib=php-3.3.0&q=60&w=768&s=b66d77684f267f5466082ec5a7f8f5d1 768w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=708&ixlib=php-3.3.0&q=60&usm=20&w=1536&s=17cada0f36db2d77c4782bccbfba4ce3 1536w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=295&ixlib=php-3.3.0&q=60&w=640&s=39cdc745d1b3729c71c33e5f86a09008 640w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=239&ixlib=php-3.3.0&q=60&w=520&s=f61c7aebce06a7e21f90b0ba618c4abe 520w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=479&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=3a29a6ac9f3af1a8a751bd1f82178260 1040w)
It was clear that while all of these issues are topical, people often felt overwhelmed by the doom and gloom of messaging. They felt like whatever they did wouldn't make a difference anyway – like the problem was all just too big, and not their responsibility. Well, that's where we see things differently!
Starting with the concept of 'It all comes back to u', we developed a campaign that emphasised the simplicity of the message and the actions required to make a difference.
Using fun graphics and friendly illustrations, the campaign would appeal to a wide range of people – including those with low levels of literacy, and help get convey the message easily.
Instead of dark, foreboding imagery of clogged waterways and dying sea life, we aimed to create impact with bright, friendly and approachable messages, that could consistently apply to a range of mediums – from the waste management strategy itself, to a stand alone micro-site all about waste, to FAQ sheets and social media.
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- Glenorchy, Tasmania
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