Paper Moose & EPA Unveil Latest Version Of ‘Don’t Be A Tosser!’

The NSW Environment Protection Authority (EPA) has launched the latest update to its successful Don’t be a Tosser! campaign, aimed at reducing litter across the state, via Sydney-based agency Paper Moose.

Don’t be a Tosser! is an evolution of the highly recognisable Hey Tosser! campaign originally launched in 2014 to create a community dialogue around the ongoing problem of littering.

Don’t Be a Tosser! has been created to evolve the conversation to generate a level of personal responsibility around the global problem.

The latest addition to the campaign is the creation of four short, light-hearted animated videos showcasing the effects of littering on some of Australia’s most loveable marine life.

The videos created by Paper Moose will run across Facebook, Instagram and YouTube, complemented by the ongoing integrated campaign.

EPA litter prevention manager Sharon Owens says the ongoing campaign shows the power of positive communications to create social change.

“The Don’t be a Tosser! campaign is a critical part of the NSW Government’s drive to reduce litter by 40 per cent by 2020.

“It has reminded us all to think about our own behaviour and ‘put it in the bin’,” she said.

Paper Moose creative director Nick Hunter expressed his excitement at being able to work upon a campaign that has created genuine social change.

“Part of the pleasure of working within this industry is the ability to apply creative ideas to causes that are so close to our heart,” he said.

“The Don’t be a Tosser! campaign is a great example of using entertaining creative to generate effective behaviour change, and we are excited to be able to partner with the EPA in this way,” he added.

Research showed that while the previous Hey Tosser! campaigns were widely recalled, many people who admitted to littering didn’t recognise themselves as offenders and no real behavioural shifts were seen.

The latest videos build upon Paper Moose’s February refresh to the Don’t be a Tosser! campaign, aimed at converting the high brand recognition into meaningful behaviour change.

From that insight the updated Don’t be a Tosser! campaign took a more playful approach, urging residents to take responsibility for their own actions and adding the tagline, “If it’s not in the bin, it’s on you.”

The campaign saw self-recognition of offenders drastically increase with 94 per cent message takeout.

It received a 92 per cent approval rating from NSW residents, with 80 per cent agreeing its effectiveness in addressing litter prevention.

Credits:

Creative Director: Nick Hunter

Art Director: Reese Geronimo

Copywriter: Seaton Kay-Smith

Motion Director/ Illustrator: Ben Marriott

Strategist: Eddie Bennett

Campaign Producer: Jazz Twemlow

Producer: Yingna Lu, Maren Smith

Creative & Production: Paper Moose

Media: UM

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