Kiwis asked to “Band Together” to stop litter

Press Release – The Packaging Forum

Kiwis asked to “Band Together” to stop litter

7th December 2018 EMBARGOED UNTIL 5PM

A summer campaign asking New Zealanders to pledge to stop littering is being launched at the Coca Cola Christmas in the Park in Auckland on Saturday 8th December. The campaign which sets out to remind Kiwis of their love of “place” has been developed by Brand World for the Litter Less Recycle More project which promotes the Love NZ and Be a Tidy Kiwi brands.

The nationwide campaign will be delivered through advertising on TV, radio and social media and includes:
• 15 second TVC which goes to air on TV1 and 2 and Duke from the 9th December Band Together TVC
• Campaign Video featuring politicians, sports and media personalities and students promising to Put Litter in its Place Band Together Video
• Radio promotion on NZME channels from 24th December ;
• Band Together song which will be released on radio and via social media Band Together Song.
• Campaign website where everyone can make their own pledge.
Richard Leckinger, Program Manager for Be a Tidy Kiwi has studied Kiwis’ littering behaviour and observed a 29% littering rate for Aucklanders which is replicated in our studies around the country.

“Our campaign focuses on “place” and why it’s important to connect individual decisions to litter with the impact it has on our communities. That’s why we are asking Kiwis to pledge to Be a Tidy Kiwi.”

Lyn Mayes, Manager of the Public Place Recycling Scheme which co-funds the project says that whilst making the pledge is an individual commitment, the aim is to build a community wide movement:

“We know that people litter if there is already litter on the ground, known as the stadium effect. We aim to create a positive impact by asking every Kiwi to make a simple pledge this summer and to share this with their friends. I’m a Tidy Kiwi and I promise to put Litter in its Place – I’m in; are you?”

The campaign is an initiative of Auckland agency BrandWorld as a novel way to widely engage New Zealanders to actively commit to being more conscious of the litter issue. David MacGregor of BrandWorld says

‘The campaign idea is a development from last year’s ‘Let’s put litter in its place…because it’s just how we do things round here’ – simple and memorable with the added power of music.’

The Just How We Do Things Round Here song will be available to stream and download via iTunes and Spotify. The music was composed by well-known musician Bryan Bell of The Jordan Luck Band.

The Band Together campaign is sponsored by Coca Cola Amatil, Frucor Suntory, KFC, Lion and Resene.

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