THE LITTLE COMMITTEE by Fnuky for Keep Australia Beautiful Campaign

THE LITTLE COMMITTEE

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Industry Public awareness
Media Promo & PR, Case study
Market Australia
Agency Fnuky
Art Director David Campbell
Copywriter Jason Hollamby
Producer Amy O'connell
Released October 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: KEEP AUSTRALIA BEAUTIFUL
Product/Service: PUBLIC AWARENESS MESSAGE
Agency: FNUKY
Creative Director: David Campbell (Fnuky)
Art Director: David Campbell (Fnuky)
Copywriter: Jason Hollamby (Fnuky)
Producer: Amy O'connell (Fnuky)
Digital Producer: Erica Brien (Fnuky)
Graphic Designer: Sam Abell (Fnuky)
Graphic Designer: Clark Spendelow (Fnuky)
Group Account Director: Jeremy Ervine (Fnuky)
Account Director: Daniel Forbes (Fnuky)
Account Coordinator: Heather Kitchener (Fnuky)
Media Relations: Serena Rogers
Media Relations: Lara Shannon (Lara Shannon Consulting)
Media placement: Consumer PR - Sydney Morning Herald - 26 October 2011
Media placement: Consumer PR - SBS News - 25 October 2011
Media placement: Consumer PR - Channel 9 News - 27 October 2011
Media placement: Consumer PR - ABC Radio Canberra - 25 October 2011
Media placement: Consumer PR - Ninemsn - 25 October 2011
Media placement: Consumer PR - West Australian - 25 October 2011
Media placement: Consumer PR - Canberra Times - 26 October 2011
Media placement: Consumer PR - Geelong Advertiser - 23 November 2011
Media placement: Consumer PR - Courier Mail - 29 November 2011
Media placement: Consumer PR - 2CC Radio Canberra - 25 October 2011

Summary of the Campaign
Keep Australia Beautiful is Australia’s most well-known charity aimed at reducing litter and helping the environment in Australia. They had a goal: to reduce litter in Australia by at least 10% over 5 years. But with Australians dropping 8 million pieces of rubbish everyday, we needed to get Keep Australia Beautiful’s message heard.

After a lot of research, we found one consistent, surprising fact: the only demographic group that almost never litters are kids under 15.

However, the people who were in charge of fixing Australia’s problem were suit-wearing, middle-aged professionals - the very people who were contributing to the problem.

So, knowing that people under 15 are the least likely to litter, we decided to put kids in charge of the problem. We created The Leading Integrated Taskforce Tackling Litter Everywhere, otherwise known as The LITTLE Committee.

After a 3-month selection process, with thousands of applications, we launched The LITTLE Committee at Australia’s Parliament House in Canberra with a 3-day summit, including a media launch where we introduced the committee to Australia.

The LITTLE Committee had 50 media interviews in 1 day, received coverage in every state and territory including 39 press stories and one front page story in the first week. And within 24 hours the committee had reached 25% of the Australian population. The LITTLE Committee has put litter back on the national agenda.

The Situation
Keep Australia Beautiful is Australia’s most well-known charity organisation working to raise awareness of environmental issues in Australia. They had a goal: to reduce litter in Australia by at least 10% over 5 years. However, with the media focusing on climate change and the drought crisis, KAB was having trouble being heard.

We needed a long-term platform to communicate the issue and get the anti-litter message back out there.

The Goal
We needed to put Keep Australia Beautiful and their litter message back on the national agenda.

To get to the heart of the matter, we did a lot of research. Out of this research, in particular of Rob Curnow’s 'Understanding Littering Behavior in Australia', we found 1 consistent, surprising fact: The only demographic group that almost never litters are kids under 15.

But, the people who were in charge of fixing the problem were suit- wearing, middle-aged professionals - the very people who were contributing to the littering problem.

The Strategy
So, knowing that people under 15 are the least likely to litter, we decided to put kids in charge of the problem. The Leading Integrated Taskforce Tackling Litter Everywhere, otherwise known as The LITTLE Committee, was created, made up entirely of kids under 15.

Execution
We contacted every school in the country; thousands of kids applied. We flew around the country and interviewed candidates and after a 3-month selection process, with the help of former Australian Senator Natasha Stott-Despoja, the members were chosen. Now we had to make adults across Australia take notice and listen.

An idea as big as The LITTLE Committee needed a big launch. With support from Parliamentary Secretary to the Prime Minister, Senator Kate Lundy, we staged an event at Parliament House in Canberra. It was called The LITTLE Summit.

A parliamentary non-sitting week was chosen to maximize exposure of The LITTLE Committee. The climax of the 3-day summit was the media launch: the committee members gave dozens of interviews.

A full page press campaign in national newspaper during the week of the launch cemented the high public profile of the committee and their message.

Documented Results
On the day of the launch, the LITTLE Committee generated media coverage across the country. A horde of news teams clamored for interviews and The LITTLE Committee gave more than 50 media interviews that day.

Within 24 hours, a quater of the population were aware of The LITTLE Committee and, within 8 weeks of the launch, The LITTLE Committee had triggered 5m media impressions.

Support of the most important Australian adults has been guaranteed. The Federal Government and all other political parties have publicly backed the committee. The Australian Prime Minister, Julia Gillard, has declared they “are the right people for the job”.

The message to adults was made loud and clear. Throughout the launch coverage consistently reported that it was adults, not kids, who were the biggest litter offenders.

For the first time in decades litter is back on the agenda. All thanks to a bunch of kids.