It All Adds Up
WA Return Recycle Renew Limited (WARRRL), in partnership with The Brand Agency, launched ‘It All Adds Up’, the new brand platform for Containers for Change in WA. This comprehensive campaign aims to normalise the saving and returning of 10¢ containers as an integral part of everyday routines, with a strategic focus on increasing returns from out-of-home settings.
CHALLENGE
Since Containers for Change launched in WA in October 2020, more than 4.6 billion containers have been saved from general waste. However, there are still 530 million containers going unrecovered every year. A huge 73% of this loss is occurring in out-of-home settings. At home, people are more likely to collect and return 10¢ containers due to established routines and accessible storage systems. In contrast, out-of-home consumption often leads to missed container returns because of limited access to visible collection points, lack of motivation and convenience barriers.
SOLUTION
By improving social norms around container saving in out-of-home settings, the Containers for Change scheme can capture a significant portion of unrecovered containers. The ‘It All Adds Up’ campaign highlights the social, environmental, and community benefits that individual actions around 10¢ container returns can generate.
The central element of the campaign is a captivating long-format animation that tells the heartwarming story of container savers, Billie and her dad, and demonstrates how seemingly small actions can accumulate into something big.
Showing that while saving one 10¢ container might not seem like much, when combined with another, and another, it translates into less waste, more resources being reused, and real value flowing back into individuals' pockets as well as their community’s.
A cross media platform approach
The campaign launched across a diverse range of media channels, including screens, large format outdoor advertising, targeted digital platforms, and audio environments.
