Each year, Queenslanders consume almost three billion drink containers. Most are recyclable through the Containers for Change scheme or yellow bin, yet a significant number are sent to landfill via general waste or because a plastic bag is used which contaminates the kerbside recycling.

We created an education campaign to change recycling behaviour at home. The aim was to make people stop and rethink their actions in the moment that matters – at the bin itself.

The message: ‘Set your containers free to be recycled.’

This concept flips the action on its head and looks at it from a more positive and comical point-of-view. Instead of asking our audience not to bag their containers, we encourage them to set their containers free. It’s light-hearted and positions containers as having a life beyond the bin.

Decrease noted in kerbside waste recorded in Brisbane City Council waste audit.