Sustainability Victoria – CALD Creative

Project objectives and outcomes

LOTE was approached by Sustainability Victoria to conduct focus group research and concept testing of creative material for a recycling campaign before release to market. Sustainability Victoria recognized there was a great need to promote and inform correct recycling practices to Culturally and Linguistically Diverse Audiences (CALD).

Seven focus groups were undertaken across the target languages that included:

  • Vietnamese, Mandarin, Cantonese, Arabic speakers
  • Indian community members (English speaking)
  • International students from Chinese and Indian backgrounds

The project objectives were to:

  • Research and identify specific knowledge gaps and barriers to correct recycling behaviour
  • Undertake creative concept testing with community groups
  • Uncover priority messaging, best communication channels and engagement strategies for target audiences.

Concepts were developed for digital video, press and council channels.

During the focus groups LOTE benchmarked current awareness and knowledge of recycling habits among the target demographics, followed by presenting in-language creative concepts for digital video, press and council channels. Through an interpreter (where required) discussion explored responses for current recycling habits and the creative concepts presented.

Overall, the focus group participants demonstrated good engagement with the creative concepts, albeit with several consistent suggestions made on how to improve their effectiveness. Findings from the research highlighted attitude and behaviours towards waste management practices. Furthermore identified knowledge gaps and insubstantial information. Participants appreciated the focus groups and said they would be more conscious with their recycling habits after receiving the information.

Sustainability Victoria plan to launch the campaign to correct recycling habits within the community and in turn to increase processing capacity and avoid contamination.

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