EPA Victoria

Client: EPA Victoria

Campaign: Witnessed A Drive By Campaign

Target Market: Members of the public who were positively predisposed to protecting the environment.

Problem

Limited awareness of the issue meant reporting of litter being thrown from cars was low. Fine income was down and, importantly, the environment was being affected by poor behaviour.

Solution

To communicate that littering is against the law, not just a bad habit, and that offenders will be fined. We created an anti-crime message 'Witnessed a Drive-By' with a call to action – YOU FIND 'EM, WE'LL FINE 'EM.

Outcome

20.1% increase in reports and 37.8% increase in people registering for reporting.