EPA Victoria
How to protect the environment with integrated marketingWitnessed 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 to EPA Victoria 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.The Creative
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