Vic Government kick starts the anti-litter summer campaign

Vic Government kick starts the anti-litter summer campaign

In a bid to slash Victoria’s $78m annual litter clean-up bill the Government is urging Victorians to lend a hand.

B&T Magazine
Posted by B&T Magazine

Today marks the start of the 2013 summer litter campaign, dubbed ‘A cleaner Victoria is in your hands’, which is a joint initiative by the Environment Protection Authority (EPA) and Sustainability Victoria.

A dedicated website,  the EPA ‘report litter’ iPhone app, media relations as well as a combination of press, digital, radio and outdoor advertising will be used to drum up awareness.

The centre piece of the campaign is an 18 metre cubed Perspex box, used to represent the amount of litter just 300 Victorians generate in one year.

The campaign will run until the end of March with the Perspex box to make its way to Bendigo for January 26.

Melbourne-based creative agency Icon.Inc and its sister PR firm icon.pr are behind the campaign.

Joanne Painter, managing director of the agencies, said: “‘A cleaner Victoria is in your hands’ is an innovative social marketing campaign that combines a “wow factor” stunt and high profile Ministerial launch with integrated above the line advertising, online communications and PR.”

“The campaign is set to educate, motivate and empower Victorians to take action against littering.”

Credits: clients Environment Protection Authority (EPA) and Sustainability Victoria, creative agency Icon.Inc, PR agency icon.pr