Case Study: The City of Penrith boosts correct waste disposal engagement with Icon Agency

The City of Penrith reaches 107,970 residents with Icon Agency's waste campaign

The City of Penrith faced the challenge of communicating with residents about proper waste disposal during the COVID-19 pandemic, a time of high stress and uncertainty. Icon Agency was tasked with creating a reassuring campaign to remind the community that waste services were operating as usual and to reinforce correct recycling behaviors to help reduce landfill.

Icon Agency developed a friendly, non-authoritative campaign featuring illustrated hero bin characters and simple messaging. This creative collateral, including videos and social media tiles, was deployed across digital platforms. The solution implemented by Icon Agency successfully reached nearly 108,000 residents, achieving high engagement with over 1,400 interactions and generating more than 6,000 clicks to the council's waste information page.

The City of Penrith