The Brief

More and more litter is finding its way into our oceans.

Creative Execution

Our solution was: - Cheap (and it needed to be, Keep Australia Beautiful is a charitable organisation) - Impactful (we stopped people dead in their tracks right where littering was happening through multiple installations), and - Demonstrated the direct 'link' between the streets and the ocean simply. This made people think twice before dropping their litter right then and there.

Describe the creative solution to the brief/objective.

Given we had a limited budget, our solution had to gain national exposure yet remain economical. So to cement in peoples' minds the link between storm water drains and the nearby ocean we created Sound Grates. Using clever sound mixing and some speakers we placed the Sound Grates in drains across major cities, and created a dramatic link between the drains on our streets and our waterways.

Results

The Sound Grate installations contributed to what was the most successful Keep Australia Week in their history. Our installations helped attract national mass media attention including 13 TV stories, 50 radio items and 128 press an online articles. Making the estimated return on investment somewhere in the region of $200,000, for what was an initial outlay of only a few thousand dollars.