Following the success of the Cheers to the Changemakers campaign, Veracity’s research revealed that motivation alone wasn’t enough. We needed to address specific barriers while encouraging Queenslanders to collect containers outside their homes.
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.
2023-2025
Griffith University
OVERVIEW
Unlocking the next phase of community participation
We invited Queenslanders to “Change it up,” creating an educational and data-driven campaign that targeted specific barriers to recycling. By offering simple, effective solutions, we made it easier for individuals to collect and return containers.
THE IDEA
Change it up
The core idea of the campaign was to inspire a shift in habits by showing that collecting and refunding containers is both simple and rewarding. Different audience segments faced unique barriers—some struggled with the collection process, while others were primarily motivated by the refund.
Our creative solutions addressed each barrier, using targeted media to deliver tailored messages to the right audiences.
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.
