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.”
Credits:
Client: Cleanaway
Creative & PR: alt/shift/
Director: Jesse Richards
Producer: Stefan Raabe
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
Linkedin
Have your say