Integrated

51% of us put the wrong thing into our recycling every month. Introducing these contaminants into our kerbside bins in the form of items like soft plastics, recycling in plastic bags, clothing, polystyrene and food scraps, make the things we can recycle less likely to have a new life. We are universally confused about what we can and can’t bin, and the rules of recycling seem to always be changing. Victorians needed definitive advice to know what they can and can’t recycle.

The role of the ‘Know Your Recycling’ campaign was to get Victorians to re-think recycling and to re-educate them about what is right and wrong. Informed by Sustainability Victoria’s research documents, we identified consistent barriers to behaviour change and developed a creative strategy focused on these specific behaviour change levers. This in turn led to the positive action of more Victorians placing the correct items in their recycling bins.