Clean Up Australia ads invite volunteers to sleep well

Tim Burrowes

January 20, 2011 12:43

DDB has created a series of three ads to promote March’s Clean Up Australia Day.

The message focuses on persuading consumers that they will sleep well if they help out.

Ian Kiernan, chairman of Clean Up Australia, said: “The new adverts are a departure from a focus on the detrimental effects of rubbish in the environment. In 2011 we are appealing to people to share the rewards and personal satisfaction of their efforts. We want viewers to feel that cleaning up their local community and doing their bit for the environment will help them to rest well at night.”

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

ad Advertising DDB

1 COMMENTS

re: turn on 20 Jan 11

Clever to focus on the positive sense of well-being in volunteering rather than the negative sense of obligation. DDB has tapped into the public’s growing awareness that volunteering is its own reward.

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