Our brief was to educate communities and inspire behavior change in the realm of the CoJ’s Separation at Source initiative. The campaign had to address both the functional and emotional benefits of recycling and the recycling economy. The campaign had integrate on air broadcasts, on the ground activities and online messaging.
Pikitup Trash to Treasure theatrical performance in Braamfontein-2013-06-01
TRASH TO TREASURE RADIO SOAPIE PROGRAM 1
Trash to Treasure just love to hate each other and wise each other up about ways and means of recycling. Listen here to one hilarious episode.
ONCE UPON A TIME
Our brief was to inspire behavior change in the realm of household Separation at Source and educate consumers of the practicalities and benefits of recycling and the recycling economy.
Trash to Treasure is a recycling campaign aimed at lower LSM’s and driven by a 12-part radio series. Trash and Treasure educate through their incessant and hilarious arguments on air. Broadcast weekly on Alex FM, Jozi FM and Theta FM.
Separation at Source functionalities were demonstrated door-to-door. Creative recycling workshops were enacted at many events showing residents of all ages how to turn trash into treasure.
HAPPILY EVER AFTER
The campaign ran for three years during the agency’s tenure on the account. During that time, recycling habits were improved in the targeted areas.
Synergies: Creatrix, Ogilvy PR, Heart of Hearing Studio, Howard Audio
Concept, Project Name & Creative Direction:Creatrix
Scriptwriting, Translations, Production Direction:Creatrix
Public Relations Agency:Ogilvy PR
Sound Design, Recording, Edit & Mix:Heart of Hearing Studio
Campaign Anthem:Lynn Joffe & Adam Howard
Musical Direction & Production:Howard Audio
Trash to Treasure engaged with communities on-air and on the ground at different touchpoints throughout the campaign. Radio soapies, door-to-door education, mall and market activations, street theatre and children’s creative workshops brought awareness and behavior change to the areas in which the campaign operated.
Trash and Treasure in discussion with Creatrix producers at HoH Studio. From left to right: Luzuko Ngqetho, Boitumelo Mothabela, Katleho Marole, Lynn Joffe
Trash, played by Luzuko Ngqetho, stays in character for a lucky prize draw during an activation in the hood
Creatrix producer, Kat Marole, interviews the winner of the Trash to Treasure Jabulani Mall activation on Theta FM.. Soweto June 2013
DJ’s in the Park. Jozi FM captures the vibe at an outside broadcast where Trash to Treasure performed their street theatre schtik
The Trash to Treasure recycling message reached out creatively across communities to connect with families from all walks of life.
Trash to Treasure recycling activations and outreach programs were held across the City of Johannesburg
Trash to Treasure Promo Spot
Community stations aired the Trash to Treasure series. Click here to hear the promo spot for Theta FM
Trash to Treasure Campaign Anthem
The late, great Nkululeko “Flabba” Hadebi voiced the edgy township tune for the Trash to Treasure show anthem. Click here and siya jiva!