Change is
a beautiful
thing
The Challenge
During the first Covid-19 lockdown, overseas depots stopped accepting Christchurch’s recycling, and the
residents were told to use their yellow recycling bin as an extra rubbish bin. This decision effectively changed their behaviour and led to a phenomenal amount of
contamination in the recycling post lockdown.
This high contamination level meant trucks had to be sent to landfill instead of being recycled, at a cost of $1000 per truck. The worst week saw 53 trucks sent
to landfill from contamination, and as of 19 February 2021, the cost to date of sending trucks to landfill
since May 2020 was $2.24 million.
Flock worked alongside the marketing, comms, and development teams at the Christchurch City Council to develop a substantial range of print and digital tactics, high level campaigns and engaging creative solutions that saw incredible results in the numbers and effectively changed the city's behaviour.
At last count only 6% of trucks were sent to landfill from contamination, a supremely rewarding and
dramatic reduction from 91% that tipped the scales back in favour of good recycling habits.
Move over Captain Planet.
App Design
We re-designed the user interface and launched the shiny new Christchurch Bin app. The updated app enables people to receive reminders about
which bins they need to put out for kerbside
collection each week and provides useful
information about what items belong in the red,
yellow and green bins.
Billboard
Advertising
Christchurch City Council has a seven figure annual media spend dedicated to it’s kerbside portfolio, constantly reinforcing the ‘Bin Good’ message across a variety of channels.
The cornerstone being the Bin Good booklet, a handy guide showing which items to put in which bin, delivered to every single house in the city. Promotional campaigns around the booklet and app are constant, and include weekly print and digital solutions.
Brochure
Billboards
Game
The Bin Good game is a simple, positive, interactive, online game that tests knowledge of what waste items belong in which bin. Designed to be an engaging, interactive way of helping people remember what goes in which bin, the Bin Good game aims to improve the amount of waste which can be recycled and reduce landfill.
Animated IG story
Google Display Network Ad's
