WA recycling research identified that regular litterers were often from multicultural backgrounds, with a higher acceptance of littering. This presented a significant challenge: a targeted multicultural communications campaign was urgently needed to reduce beverage container litter and increase recycling behaviours. The primary target audience was the Chinese (Mandarin and Cantonese) and Vietnamese communities in WA.
Etcom's approach recognized that while many claimed to recycle, this wasn't translating to reduced litter, especially among multicultural audiences due to beliefs that small items were harmless, a preference for convenience over environmental impact, and resistance to behavioural change. We advised highlighting the issue's scale and motivating consumers with a compelling incentive: a 10-cent refund per eligible container. Communications were crafted to create clear awareness and understanding of the Scheme, minimizing participation barriers. The campaign focused on the financial incentive, showcasing convenience and ease of access to the rebate. Etcom collaborated with the WA Government's creative and media agencies, adapting existing creative to emphasize the 10-cent refund. We developed materials in Chinese and Vietnamese, including social posts, radio ads, print ads, and video. Leveraging our expertise, we advised the media agency to maximize reach and frequency during key Asian cultural events like Moon Festival and Lunar New Year, ensuring cultural relevance and optimal timing.
The campaign successfully achieved its targets, driving significant environmental and economic benefits. Over 3.6 billion eligible containers have been saved from landfill, and $340 million has been refunded to participants. The state's container recovery rate rose from 33% in 2021 to 65.4% by September 2024. The majority of Western Australians, including multicultural audiences (85%), participated, with 75% indicating continued involvement. This success demonstrates that with the right insights, messaging, and motivations, multicultural audiences will actively participate in schemes that change behaviours for the betterment of the whole community, a key learning Etcom will apply to future campaigns focused on driving positive social and environmental impact.