Animals return rubbish to owners in latest ‘don’t be a tosser’ campaign
Two fish, a turtle and a penguin return rubbish to their rightful owners in a new campaign for the NSW Environment Protection Authority.
The latest campaign, ‘Don’t be a Tosser!’ builds off the 2014 ‘Hey Tosser!’ ads, seeking to build awareness around littering and pollution.
In a series of ads from Paper Moose, animals who are affected by litter return cigarettes, ice-cream wrappers and forks, express their disdain for the pollution.
Sharon Owens, litter prevention manager at EPA, said the campaign uses positive communications to encourage social change.
“The Don’t be a Tosser! campaign is a critical part of the NSW Government’s drive to reduce litter by 40% by 2020. It has reminded us all to think about our own behaviour and ‘put it in the bin’,” Owens said.
Nick Hunter, creative director at Paper Moose, said it was exciting to create work that was close to his heart.
“The Don’t be a Tosser! campaign is a great example of using entertaining creative to generate effective behaviour change, and we are excited to be able to partner with the EPA in this way,” he added.
The new ads will run across social media.
Credits:
Creative Director: Nick Hunter
Art Director: Reese Geronimo
Copywriter: Seaton Kay-Smith
Motion Director/ Illustrator: Ben Marriott
Strategist: Eddie Bennett
Campaign Producer: Jazz Twemlow
Producer: Yingna Lu, Maren Smith
Creative and Production: Paper Moose
Media: UM
