In 2011, Mesch Engagement helped Brimbank City Council to develop an engaging program to inspire Brimbank Communities to improve their recycling habits. This project became known as Brimbank Gems. Since then, we’ve looked inside more than 13,000 recycling bins, rewarded 1,200 Brimbank Gems, and delivered a comprehensive community engagement and communications program in partnership with Council.
Our role:
• Write a communications plan outlining a strategy to reach all householders in Brimbank. Included direct marketing, local press and outdoor advertising, public relations strategy.
• Develop messaging and visuals and design all collateral within Council’s house style
• Develop and undertake a bin inspection program including the methodology, reward mechanism and data collection
• Design and execute a community engagement program which has variously included flash mobs in local shopping centres, running games for kids at local festivals and appearing in the Brimbank Festival parade.
• Project reporting against campaign objectives over four rounds of inspections across two and a half years
Outcomes
The program helped Council achieve a reduction in recycling contamination according to annual audits from 24% to 13% in one year. Over three years the number of households receiving a ‘please improve’ card has reduced from 63% to 48%.
Brimbank Gems won the Premiers Sustainability Award (Local Government Category) in 2012.
