This Global Recycling Day, Cairns Regional Council has launched ‘Know Before You Throw’, a waste education campaign developed by creative communications agency, alt/shift/.
The behaviour change campaign is designed to help residents know more about what goes in each bin and reduce the confusion that increases waste to landfill.
alt/shift’s behaviour change team conducted extensive community consultation, including resident surveys, one on one interviews and focus groups at both the strategy and creative phase conducted across Cairns. Community research found that while residents consistently rated the importance of recycling highly, their confidence in doing it correctly was significantly lower.
Nearly half even admitted to placing items in the wrong bin simply because they weren’t sure where they belonged.
We will see you up in Cairns from 12–14 May, for another year of ideas, debate and inspiration.
alt/shift/ Brisbane general manager Pricilla Jeha said the campaign was built on a deceptively simple behavioural insight: the barrier to better waste behaviour in Cairns isn’t motivation, it’s
knowledge.
“Most waste campaigns try to make people care more about recycling. But Cairns residents already care deeply, the research proved that. Our job was to remove the uncertainty that sits between good intentions and correct behaviour. ‘Know Before You Throw’ gives people a practical prompt at the exact moment they need it,” she said.
Cairns Regional Council’s own waste audit data reinforced the research, revealing that 11 per cent of recyclable material is still ending up in household waste bins. Meaning every year, more than 5,000 tonnes of recyclable materials in Cairns are being thrown in the wrong bin and ending up in landfill.
The creative platform centres on a behavioural ‘pause’—a fractional cue that interrupts automatic habit and creates a micro-moment of reflection before disposal. The campaign uses the Reduce, Reuse, Recycle triangle as its visual backbone, with each execution highlighting one R depending on the specific behaviour being addressed. The device allows Cairns Regional Council to build long-term brand recognition while keeping content fresh and relevant across different waste streams over the campaign life.
alt/shift/ senior creative Rachael Mortimore said the research findings directly shaped the creative direction.
“We set out to create a tone that is supportive, practical and helpful in the Know Before You Throw campaign. Residents don’t want to be lectured; they just want the tools and information to help them do the right thing. The core identity of the campaign stays constant, while educational topics rotate across food waste, contamination, batteries, soft plastics and emerging issues like the disposal of lithium batteries,” she said.
The campaign launches across outdoor advertising, digital and social media, radio, and in-home materials, rolling out across Cairns over the coming months.
Credits:
Strategy, Creative and PR Agency: alt/shift/
Strategist: Caroline Starecky
Group Creative Director: Anna Fullerton
Senior Creative: Rachael Mortimore
Designers: Leisa-Kay Fleming, Ashley Goodall
Photography: Damien Bredberg
Media Partner: Mak Media
Producer: Jess Lucas
