Sustainability Victoria: Small Acts, Big Impact campaign (Feb 2022 - Feb 2023).

Challenge

The LOTE Agency (LOTE) recently partnered with Sustainability Victoria (SV) in their Small Acts, Big Impact campaign to communicate to multicultural audiences about correct practices for household waste and recycling. The campaign encourages target audiences to incorporate five small acts into their lifestyle to live more sustainably. The campaign promotes awareness about correct waste management, encourages action to commit to more sustainable practices and identifies knowledge gaps within CALD communities. SV tasked LOTE with communicating the Small Acts, Big Impact campaign to 8 different language groups.

Solution

The campaign used behavioural change methods to better execute a planned approach to reaching the community. Using the COM-B model of behaviour, we identified three factors that needed to be present for behaviour change to take effect. For the campaign, we knew that we needed to 'connect' the community with the campaign material.\ The campaign centred around distributing materials, deploying activation, in-field research, creative placemaking and hyper-localised community noticeboards. We wanted to increase base-level knowledge of the identified communities. LOTE delivered two conversational murals, one in St Albans and the second in Bendigo. This was overlaid by ongoing digital and social media engagement using channels that resonated with each cultural group. By the time the campaign wrapped up, we had completed 15 shopping centre activations across Victoria, 3 sporting pop-ups, 2 community festivals and a campaign webinar. At activations, LOTE used tablets with in-language surveys to understand the current knowledge and concerns community members had about waste management. Data collected from the activations has enabled LOTE and SV to identify areas of improvement for the campaign and community knowledge gaps.

Demonstrates experience in:

• Designing and delivering community engagement activities & events

• Media and multicultural networks outreach

• Behaviour change

Communities Engaged

• Arabic, Chinese (Cantonese and Mandarin), Vietnamese, Indian, Dari

and Khmer.

Impact

All activations have enabled a two-way conversation to better understand the needs and concerns of communities to help encourage them to participate in more sustainable living. The mural activations received local press coverage for the launch. Our digital engagement of the stakeholder pack has reached 143 social media groups with a combined membership of nearly 1.2 million. We deployed over 1000+ tote bags, 2000+ magnets, and 200+ drink bottles across all our community engagement activities.