Containers for Change has launched a new campaign encouraging Queenslanders to return eligible drink containers for recycling, building on its previous “Bincoin” campaign.
The “It’s not just Bincoin” campaign, launched on 1 September, aims to highlight the broader benefits of the state’s container refund scheme for households, community organisations and the environment.
The campaign uses a rap-style track performed by local artist Breanna Fielding as part of an advertising and engagement strategy developed by Publicis Australia in partnership with Container Exchange (COEX), the not-for-profit organisation that operates Containers for Change.
Richard Brosnan, General Manager Brand and Marketing at COEX, said the campaign was based partly on examples of how people use their container refunds.
“Queenslanders know that an eligible drink container isn’t just a can or a bottle – it’s Bincoin. Now we’re showing them it’s not just Bincoin,” Brosnan said.
“From sporting clubs buying new equipment to animal rescue organisations funding vital work, the campaign celebrates the many ways Queenslanders are turning their empties into something meaningful.”
According to COEX, the campaign will place a particular focus on containers consumed outside the home, with advertising across screens, audio and out-of-home media intended to encourage people to return containers immediately after consumption.
Susan Lyons, Client Managing Director at EssenceMediacom Brisbane, said the campaign was designed to reach consumers at the point when they finish a drink.
“By using screens, audio and out of home, we placed Bincoin at the point of the last sip, in workplaces, on commutes and on the way to games,” Lyons said.
The original Bincoin campaign has been shortlisted for three Australian marketing and advertising awards, including the Australian Effie Awards, Media Federation of Australia Awards and AMI Marketing Excellence Awards.
COEX said more than 12.3 billion containers had been returned to refund points through Containers for Change since November 2018, generating $1.2 billion in 10-cent refunds for Queenslanders.
