Weeds are a massive economic and environmental problem in Australia, costing four billion dollars a year. Surprisingly, most weeds originate from household gardens.
Our insights told us that people are glad to help the environment – they just needed to understand that some ‘ordinary’ garden plants could cause major environmental damage.
By using positive imagery and challenging the knowledge set of gardeners and hobby farmers, we raised awareness of weeds and how to avoid spreading them.
The campaign researched strongly prior to launch and afterwards, DEW said ‘the response was phenomenal’. |
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