The Brief

The average person tosses out more than two kilos of garbage every day, and never stops to think about where it will end up. The brief was to get people to think about the planet right at the point of taking out the trash.

Describe how the promotion developed from concept to implementation

We printed an image of the planet right on the trash bags themselves and distributed over 20000 of them via mail drops, through the Green Volunteers networks. The bags are also being used at International Coastal Clean Up events and for environmental projects undertaken by select schools in Singapore.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Green Volunteers saw an increase in membership of 67% in October 2011, as a direct result of this effort.

Explain why the method of promotion was most relevant to the product or service

It became a subtle reminder to reduce, reuse and recycle.