Case Study: Banyule City Council boosts FOGO adoption with Ellis Jones

Banyule City Council boosts FOGO trial engagement with Ellis Jones, achieving 95% correct bin use

Banyule City Council engaged the agency Ellis Jones to develop a communications and behavior change campaign for the initial trial and subsequent full rollout of its new food organics and garden organics (FOGO) bin service. The challenge was to motivate residents to adopt new waste separation behaviors and participate in a program aimed at reducing the over 1.3 million tonnes of food wasted annually in Victoria.

Ellis Jones developed an inclusive campaign framed around the collective concept "Let’s rethink our waste." Using behavior change techniques like social norming and clear messaging, the campaign presented the new service as an exciting, community-led environmental movement. The results were highly successful, exceeding all objectives. For the trial, 95% of residents correctly used their new bins, 84% found it easy to adapt, and contamination rates were a very low 1-3%.

Banyule City Council