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The Victorian Government’s ‘Recycling Victoria policy’ is a ten year policy and system plan that is used daily by Victorians and embodies the way each household recycles all of their waste. In the face of growing pollution and increased landfill, a four bin recycling system has been established in Victoria to aid and increase the amount of waste that is being properly recycled. With every new system that impacts a process in people’s everyday lives, we’ve identified problems that exist with this new system. These points address the problems that our campaign aims to address, our main priority being to improve awareness and engage young Australians. Our Recycling Victoria campaign aims to build and improve the understanding of Victorians to recycle properly with the new four bin recycling system. Reach younger audiences and aid in their motivation and understanding of the new system. And involve younger generations in a process that aids their sense of control in their daily lives that helps them contribute to a better, less polluted planet. Inherently, our campaign targets Victorian residents of all ages, but in particular our team wanted to focus on communicating with younger Victorians, Gen Z to Millennials. Our campaign proposition is ‘Recycle Correctly, so we can keep having fun’ and will be executed through a combination of interactive digital, billboard and video executions. In doing so, our campaign will raise awareness of Recycling Victoria and educate Victorians while boosting morale. Our first concept and execution is a digital Instagram campaign in the form of a four part carrousel. This execution involves a short message encouraging Victorians to give recycling a proper shot by simulating a game with a score system. Our creative concepts began as a video idea with a storyboard featuring a can bouncing off bins before landing in its correctly coloured bin, to which we shortened and simplified the creative turning this concept into a paid advertisement on Instagram. Our final creative for the digital execution that summaries our original video concept in a more digestible, easy to read and engaging format. Our second execution is an interactive outdoor touch screen that playfuly engages audiences in their environment with an interactive maze game. This concept started out as a simple physical maze drawing, but progressed to be something more interactive. Our final digital concept conveys a four screen interactive screen where users tap and choose their icon before finding their way through a maze. The game finishes with an end screen that promotes our SMP. This execution is an interactive game that will be placed around Melbourne in areas people typically need entertainment, such as tram and bus stops. Our third and final execution is our video campaign that we’ve established to resonate with younger victorians detailing video scenarios in their everyday lives involving recyclable waste in the household. Our creative for this campaign began with storyboard concepts that progressed to our final storyboard. Together, our three part campaign offers Victorians a motivating, engaging and playful message promoting residents to recycle correctly. Our campaign addresses educational themes that teach and engage victorians to take the time to utilise the four bin system correctly so that the whole of Australia can benefit in the long run.