BCM partnered with Containers for Change to elevate Queensland’s container refund scheme and drive awareness among the public. Our campaign, “Cheers to the Change Makers,” highlighted everyday Queenslanders taking part in the scheme and showcased the positive impact of their contributions, while celebrating their efforts with a quintessential Australian expression: “Cheers!”
To create a campaign that raises awareness about the Containers for Change program, demonstrating that it’s not just about recycling but about making a tangible impact.
2024
Griffith University
OVERVIEW
Unlocking the next phase of community participation
Containers for Change, Queensland’s container refund scheme, faced low brand awareness and recognition. The program needed to communicate that recycling can provide real value—not only in monetary terms but also in terms of environmental impact.
BCM helped create a campaign demonstrating how everyone’s small actions can make a big difference, encouraging Queenslanders to become “change makers”.
THE IDEA
Recyclables are not waste, they’re value
The campaign was driven by the idea that recyclable materials are not just waste; they are valuable commodities. Each container recycled has intrinsic value and contributes to both monetary and environmental benefits.
Our insight was that Queenslanders needed to see how easy it is to participate and how their small actions could lead to significant change, both for their communities and the environment.
THE APPROACH
Celebrating everyday change makers
Our campaign, “Cheers to the Change Makers,” highlighted Queenslanders from all walks of life who participated in the program.
By capturing real stories and showcasing everyday people returning containers, BCM demonstrated that anyone can make a difference.
The phrase “Cheers” was used to salute their efforts, using the iconic Australian term to celebrate their positive contributions to recycling and the environment.
THE RESULT
Raising awareness and celebrating participation
The campaign brought a new energy to the Containers for Change program, raising awareness and inspiring more Queenslanders to get involved. By featuring real people and telling their stories, we showed that recycling isn’t just about the environment—it’s about community and pride. The response was fantastic, with more people participating in the program and embracing the idea that they, too, could be “change makers.”
By celebrating these everyday heroes, we created a sense of community around the program. The message was clear: anyone can make a difference, and those small actions add up to something big. This campaign turned the simple act of recycling into a movement that people could feel good about being a part of.
CAPABILITIES
What we did
Creative Direction & Concept Development
BCM developed the creative strategy and campaign concept, positioning “Cheers to the Change Makers” as a celebration of Queenslanders’ contributions to sustainability.
Photography & Videography
Our team captured real Queenslanders in everyday moments of returning containers, bringing authenticity and relatability to the campaign.
Multimedia Campaign Production
We produced a fully integrated campaign across digital, print, outdoor, and social channels, utilising vibrant visuals and authentic storytelling to engage the community.
Outdoor Advertising and Digital Marketing
We launched the campaign across multiple platforms, including billboards, bus wraps, and digital ads, ensuring maximum reach and visibility for Containers for Change.
