Case Study: Shire of Augusta and Margaret River drives sustainable waste behaviour change with Icon Agency

Shire of Augusta and Margaret River cuts landfill by up to 70% with Icon Agency

The Shire of Augusta and Margaret River appointed Icon Agency to create a waste education campaign. The challenge was to overcome resident resistance to a new three-bin waste system, which required more sorting and introduced a smaller general rubbish bin, and to encourage community support for the more sustainable service.

Icon Agency developed a creative campaign titled 'The Best We’ve Ever Bin' that tapped into local pride. The solution included a feel-good song and animated film to educate on waste sorting, supported by cinema ads, radio jingles, posters, and collateral like fridge magnets. The new service was warmly received at launch and is projected to help the Shire cut landfill by up to 70% and reduce CO2 emissions.

Shire of Augusta and Margaret River