Auckland City Council 'A Rubbish Idea' direct mail campaign

In the run-up to the Rugby World Cup, Auckland City Council was worried that businesses in the city were disposing of their waste incorrectly and even illegally.

They wanted to get companies to clean up their act and ensure the city was looking its best for all the visitors.

To change behaviour, they mailed out important information about refuse collection, enclosing a few rubbish bags. But these were colourful and designed so, when filled, each resembled a bright green bush.

Lined up ready for collection, the bags formed instant hedgerows. Over 100,000 bags were delivered and the city was transformed almost overnight.

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