Cleanaway reminds Aussies about the dangers of throwing batteries in the bin, via alt/shift/

Waste management company Cleanaway has engaged alt/shift/ on a new earned creative campaign showcasing the consequences of not properly recycling batteries.

‘A Throwaway Decision’ uses storytelling to deliver the important message that Aussies should never bin batteries – starting with the aftermath of a fire on a peaceful residential street –  addressing an industry-wide issue that sees up to three fires per day.

It then follows the journey of a child’s toy robot – from living room, to garbage bag, to kerbside bin, to garbage truck, where the fire erupts.

It coincides with Cleanaway’s annual Recycling Behaviours Report, which alt/shift/ has collaborated on with the brand for four years now. The report delves into the attitudes and actions of Australians when it comes to recycling, and found that 45% of Aussies don’t know where to go to properly dispose of batteries, and a third don’t know that fires can start as a result of doing the wrong thing.

“We’ve chosen to start with the impact moment of a fire and lead up to the small, throwaway decision that led to such an aftermath,” said Anna Fullerton, group creative director at alt/shift/.

“As the story unravels, we see a child’s battery-operated robot is the mainstay in our content, juxtaposing the innocence of a toy with something so dangerous.”

Cleanaway’s national marketing manager, Jacquelyn Whelan, added: “With the alarming rate of these battery-related fires, it’s integral for us to deliver a message that educates people on the potential consequences of incorrectly disposing of batteries.

“We all have a role to play in helping prevent fires and the solution is really simple – keep batteries and rechargeable devices out of our bins.”


Client: Cleanaway

Creative & PR: alt/shift/

Director: Jesse Richards

Producer: Stefan Raabe


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