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Creating a campaign: It's time to come clean

Creating a campaign: It's time to come clean

14 May 2019

How do you conceive a campaign on keeping the Central City clean? That was the challenge of the creators of the CCID’s 2019 annual anti-litter campaign, “It’s time to come clean”, which aims to draw attention to the high cost of littering and encourage the public to dispose of waste responsibly.

The annual campaign by CCID Urban Management – which is drawing to a close – was created by Central City-based design company, Design Infestation, which has been working with the CCID for several years.

Sam Bainbridge, senior art director at Design Infestation, says the 2019 concept is an evolution from the previous eponymous CCID campaign and “builds on the success of the previous one".

In 2018, the CCID unveiled the “It’s time to come clean” message that calls on members of the public to “come clean” by being litter-conscious. With the 2019 campaign, we once again appealed to people who do business, live, work and play in the CBD to take responsibility and dispose of litter appropriately as a clean Central City starts with the people who use it every day.

CAMPAIGN TRICKS AND TREATS

Eye-catching posters are integral to the visibility and success of the campaign. The colourful yellow and green posters bear the slogans: NET %@!$ MORS. Hou die Kaap skoon; YOUR MOM DIDN’T RAISE YOU THIS WAY. Stop littering; EISH! MY BRA. Stop littering, neh.

The CCID’s popular interactive ciggie voting bin, which is used to invite smokers that congregate on pavements in the CBD to engage by voting with their ciggie butts in answer to a variety of fun questions, is also an integral part of the campaign as is the well-known CCID ciggie pouch. Cigarette-butt litter is one of the biggest littering problems in the CBD.

Another element of the campaign proving to be effective is the use of wheelie bins for activations around the CBD. The bins are wrapped in vinyl designed for the campaign bearing the words: Rather in here than out there.

BRINGING THE VISION TO LIFE

Commenting on the use of wheelie bins, Sam says they conducted extensive research into best-practice of litter campaigns around the world and their use was specifically inspired by a similar, very successful campaign in Australia.

On bringing the vision to life, Sam says: “The production process is a large printed vinyl sheet wrapped around a standard municipal bin that mimics a clear bin, filled with trash. Included was a message and a call-to-action not to litter.

“We believed these bins, accompanied by other messaging material placed in strategic locations around the CBD would increase people's awareness and understanding of the amount of trash the city generates and hopefully lead to a shift in the public’s behaviour when getting rid of trash.”

She adds that what sets this campaign apart from the previous ones they have done is that “it maintains the primary message of keeping the Cape Town Central City clean but also translates it into people’s mother tongues". It also translates statistics in an easily comprehensible manner such as stating that It costs us R30 000 per day to collect your litter from the streets in town.

CREATIVE CONCEPTS

Commenting on the campaign concept, CCID project co-ordinator Aziza Patandin says “we wanted to encourage behavioural change, which is very hard. As such, we went with something that is disruptive but also provokes a reaction. The public has responded very well to our activations and is taking an active interest, which is rewarding.”

While the 2019 campaign is due to end in May, the CCID’s Urban Management department still encourages the responsible disposing of litter and ciggie butts and urges people to keep the Central City clean.

IMAGES: Ed Suter

Tags: it’s time to come clean urban management Design Infestation CCID