How we saved 250 million containers from landfill
Victoria’s Container Deposit Scheme (CDS Vic) is an initiative introduced by the Victorian Government to provide cleaner streams of recycling for the state.
Victoria’s kerbside recycling rates were stagnating at around 30%, presenting an opportunity for a new initiative to incentivise recycling and reduce landfill waste.
The Victorian Government introduced the Container Deposit Scheme (CDS Vic), offering a 10-cent refund for every eligible drink container returned and recycled.
The challenge was to drive significant behavioural change by increasing awareness and encouraging widespread participation in the scheme, despite the convenience of existing kerbside recycling practices.
To address this challenge, we embarked on a comprehensive, multi-channel campaign in collaboration with Circular Economy Systems (CES) and VicReturn.
Our fully integrated launch campaign utilised a variety of channels, including TV, BVOD (Broadcast Video on Demand), social media, digital platforms, and out-of-home advertising.
Through engaging films and bold static assets, we demonstrated how recycling through the scheme could benefit individuals by providing financial rewards, support local communities like sports teams through collective efforts, and contribute to environmental conservation by reducing litter and promoting cleaner recycling streams.
This multi-channel approach, combined with messaging that resonated on a personal and community level, was designed to not only launch CDS Vic successfully but to ensure sustained participation and long-term impact on Victoria’s recycling habits. As a result, we produced the highest awareness percentage of any Victorian Government scheme at the six-month mark.
Results
- Prioritising clarity and accessibility in the campaign messaging ensured that all demographics could easily understand and engage with the scheme.
- Showcasing the personal and community benefits of the scheme helped create an emotional connection with the audience.
