NSW Government enlists ‘Rage Against the Polystyrene’ for new campaign via Paper Moose
The NSW Government’s Environmental Protection Authority (EPA) has launched a song via Paper Moose, aiming to change littering behaviours.
In a move away from more traditional government communications, Paper Moose created the band, Rage Against the Polystyrene, which released its first single, Creature Warfare on 5 March 2021.
The song and music video show the impact of our carelessness through the eyes of the animals that are impacted, and the tossers who cause them pain.
The song is part of the wider ‘Don’t be a Tosser’ campaign, with this sub project focussed on preventing litter washing from our streets into rivers and marine environments.
Says Nick Hunter, ECD, Paper Moose: “We hope this entertaining message from crustacean sensation, Rocky the Rockstar Lobster and his marine friends, can reduce the number of tossers on the streets of NSW – because we genuinely want to see change.”
The campaign was created by the hybrid production-creative agency, with the added talent of composer Steve Peach.
Says Natalia Giraldo, senior marketing manager EPA: “We’re delighted with how Paper Moose turned a simple brief into something completely unexpected. To be able to send out a serious message about our marine environment, while still having fun, is quite powerful.”
Creative Agency: Paper Moose
Executive Creative Director: Nick Hunter
Creative Director: Kate Holdsworth
Producer: Michael Funnell
Strategist: Eddie Bennett
Composer: Steve Peach
Art Direction & Animation: Fuzzy Ghost
Sound Engineer: Luke Stacey
Editor: Oliver Trauth-Goik
Client:
Environment Protection Authority
Senior Marketing Manager, Litter Prevention Unit: Natalia Giraldo
Media: OMD
8 Comments
WSFM should be all over this.
Love this, had it stuck in my head all morning
Can’t wait to see what the kids will do with the lyrics on Tik Tok.
‘the kids’? Okay well if you want ‘the kids’ to do anything with this on TikTok then you give the authority to the creators aka ‘the kids’ create their own lyrics.
As someone who deeply agrees with the need to grow awareness around the devastating impacts humans are having to our environment and educate people as to why they should change their behaviour – it annoys me that the NSW government always takes the bully / negative / fear mongering approach to all their messaging and campaigns. ‘Stop it or cop it.’ ‘Don’t be a tosser.’ It just puts people off and the key message just gets lost.
Agree with you. Lacking in any real behavioural science, which you’d think this campaign hinges off? Whether that’s down to the client or the agency we’re not to know, but it certainly seems like this missed a strong opportunity if the client was wanting to change behaviour. Who is the intended audience? Looks like more time was spent on the craft than the idea itself which is greatly disappointing.
creatively wonderful, but strategically broken.
Love it.