About the project

Details

Campaign strategy & design
Client: Hutt City Council.

Agency work

The brief from Hutt City Council was to develop a behaviour change campaign focused on reducing the consumption of single-use plastics and improving waste minimisation practices. To address this, in-depth research was undertaken into the behaviours and opinions of Hutt City residents.

The research and strategy phase identified the key barriers residents face when trying to reduce waste. Quotes and social proof were gathered from community members who were already making positive changes, helping ground the campaign in real, relatable stories.

These messages were expressed through a bold, friendly, and highly visible design language. The campaign was delivered across a dedicated website offering practical tips and encouragement, supported by real community stories, competitions, social media reach, traditional print advertising and streaming pre-roll.