Keep Australia Beautiful (KAB), the nation’s lead campaigner for a litter free and sustainable country, is relaunching its historic anti-littering campaign in an effort to motivate Australians to prevent litter and rubbish dumping.
Originally launched in 1979, the Do the Right Thing campaign is considered to be the most effective behavioural change campaign in Australian history.
Forty-two years on, the campaign has been modernised to engage the next generation of Australians on an environmental issue that has only increased in relevance with the rise in the nation’s population.
KAB Chief Executive Officer, Val Southam, believes the campaign’s timing is critical, particularly given the ongoing pandemic.
“COVID-19 is a powerful reminder for all Australians to do the right thing to keep communities safe and save lives,” explains Ms Southam.
“We see this campaign as a continuation of that spirit, calling on all Australians to protect the natural environment as they would each other,” added Ms Southam.
With Easter and school holidays approaching, the campaign urges Australians living and travelling locally to do the right thing by correctly disposing their waste while enjoying the outdoors.
“Whether highway driving, visiting parklands, heading to the beach or enjoying a public space these holidays, we are reminding all Australians that we all have a responsibility to reduce and manage our litter to achieve a litter-free and sustainable environment,” said Ms Southam.
The KAB refreshed Do the Right Thing campaign retains its original message that outdoor recreation and smoking can create litter.
“It will be instantly recognised by the older generation whilst inspiring the younger generation to Do the Right Thing,” explained Ms Southam.
“It is about prevention, rather than cleaning up, and about creating an emotional connection for everyday Australians. We want to influence change in littering behaviour.”
KAB’s 2019/20 National Litter Index – a biannual litter survey across 983 undisclosed national sites – counted over 56,000 pieces of litter, with cigarette butts and packaging accounting for 40%, and takeaway packaging making up 16% of the total.
The Do the Right Thing campaign launches on Tuesday 30 March 2021 on the new Keep Australia Beautiful website and social channels.