The Queensland Government needed a statewide recycling awareness campaign that could cut through audience fatigue and actually shift behaviour. People wanted to recycle correctly but felt uncertain about what belonged in the bin. The result was Let's Get It Sorted, a character-led campaign built around a broad cross-section of Queensland communities.
Recycling campaigns often struggle with audience fatigue. People know recycling matters, but uncertainty about what can and can't be recycled creates hesitation rather than action. The campaign needed to make education feel engaging rather than instructional, and relatable enough that audiences saw themselves in it. Queensland audiences span different ages, locations, and lifestyles, so the communication needed to speak broadly while still feeling personal.
Real-life characters were developed to represent different ages, personalities, and everyday situations. Humour was used as a strategic tool rather than a decoration. Scripts balanced entertainment with education, keeping audiences engaged while delivering genuinely useful information. Positive behaviour stayed central throughout: rather than focusing on mistakes, the campaign highlighted simple actions people could take. It rolled out across television, social media, radio, outdoor placements, and digital assets.
Within six weeks: more than 18.5 million impressions across Queensland. Brand recall hit 37% against a target of 25%. Among 18 to 24 year olds it reached 54%. Sixty-seven percent of viewers reported taking action after seeing the campaign. Seventy-one percent felt more confident about their recycling practices. The client submitted it for an advertising and communications award.
More Government work
