Rebranding Rubbish

No one likes it when the environment is trashed. Which is why the Minister for the Environment, three mayors, a  Director from The NSW Environment Protection Authority as well as the State Minister for Strathfield, the press and a host of local and state dignitaries got together to talk rubbish. 

Specifically, they were all talking about the rubbish campaign we had developed over the past few months.

Before I trash everyones reputation perhaps a little context may be in order.

We were attending the official launch of the Inner West Regional Illegal Dumping Squad (RID) at Taplin Park in Drummoyne. This was the public launch of a rejuvenated initiative by the NSW Environment Protection Authority .

“The message to illegal dumpers in Sydney’s Inner West is clear – you are in our sights,” was the unequivocal message from Rob Stokes The Minister for the Environment..

The new brand represents the public face of sweeping changes aimed at strengthening the EPA’s powers as the state’s environmental regulator. Importantly in the area of illegal dumping this means fines have increased ten-fold – Up from $1,500 to $15,000 for a company and from $750 to $7,500 for individuals.

While dumpers are being targeted, the campaign also empowers communities to be proactive in being able to stop offenders dumping on their turf.

The name of the squad (RID) has been used as the call to action, REPORT ILLEGAL DUMPING and encourages anyone who sees someone dumping rubbish in their local area to contact the EPA’s Environment Line on 131 555.

The aims of the campaign and the Regional Illegal Dumping Squad are to:

•Encourage a more strategic coordinated approach to the dumping of waste;
•Investigate incidents  and take action against offenders;
•Organise clean-ups of illegally dumped waste by identified offenders;
•Track down illegal landfills sites;
•Identify changes/ trends in illegal dumping across the specified regional area; and
•Educate community members regarding illegal dumping.

NSW councils spend an estimated $10 million per annum responding to illegal dumping and illegal land filling; more than half of this large amount of ratepayers money is dedicated purely to clean ups. This initiative is therefore very important and much needed, particularly given the difficulties facing the Local Government sector at this time; as you are aware many councils are under considerable financial pressure.

Although we were the authors of the campaign, Kathy Woods from the Hills Shire Council, deserves special credit for facilitating the project and uniting  multiple member councils and State and Federal stakeholders to progress the brand.

See more of the new RID campaign material here .

Credits:

RID Squad Rebranding Project Manager: Kathy Woods - Resource Recovery Manager Hills Hire Council
Inner West Illegal Dumping Squad Liaison - Darryl Atkins - Bankstown City Council
Inner West Illegal Dumping Squad Project Manager - Barry Ryan - Regional Illegal Dumping Squad