News

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

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.