How do you convince cynical Aussies that recycling makes a difference? The Australian Government asked for an ad campaign. We gave them an enduring platform: “Remade in Australia”. Building on the iconic “Australian Made” campaign, we encouraged people to keep recycling, by showing the incredible products being ‘re-made’ from their rubbish. The campaign made a real difference to attitudes about recycling: 75% of people who saw it ‘would put recyclable products in the recycle bin’. 1 in 4 bought recycled products in response to the campaign. The campaign influenced the ingrained, habitual behaviours of over 8,804,350 Australian adults - 43% of the population, resulting in an extra 1,141,044 tonnes of waste recycled, over $157 million of incremental value to the Australian economy, 1,050 new industry jobs, and an ROI of $9.52.
