// Check It! Before You Chuck It

The three-year campaign was funded by a Federal Government grant awarded under the Environmental Restoration Fund. To respond to the brief Horizon developed Check It! Before You Chuck It, an integrated behaviour change campaign designed to encourage all Australians to look for the ARL every time they are at the bin. The campaign went live in October 2020 ahead of National Recycling Week and ran until the end of February 2023 and delivered key activities including strategy and creative development, research, stakeholder, media and government engagement, social media, partnerships and content creation. Highlights included:

• Stakeholder and intermediary outreach: Ongoing stakeholder engagement (including all tiers of government, universities, brands and retailers) resulting in many championing the creative and collaborating on separate mini campaigns. Resource toolkits were developed and distributed.
• Social media: Organic social media content shared across Planet Ark’s channels, amplified through paid social media advertising.
• Media relations: Ongoing mainstream media relations leveraging key awareness days.
• Consumer Insights Report: The Australasian Recycling Label Consumer Insights Report unpacking key insights into consumers understanding of recycling, behaviours and the ARL was developed and released to media, stakeholders and on social media.  
• Ambassadors: Planet Ark’s ambassador network amplified the campaign launch and acted as media spokespeople.
• Schools program and School’s Recycle Right Challenge: Annual program distributed curriculum-aligned ARL lesson plans carrying the ‘Check It’ key messages to schools.
• ATL/ paid partnerships: The launch animation flighted as a Community Service Announcement at regular intervals including over National Recycling Week in 2020 and 2021 and on outdoor billboards during the 2021 Sydney Film Festival. On-train billboards were rolled-out across NSW and QLD while digital advertising ran on the Nine Network.
• Government relations: Regular briefings with Ministerial and Departmental teams, with Check It regularly championed by Ministers on social media and events.
• Sustainability Matters! How To Talk To Consumers About It messaging guide and webinar: The messaging guide was developed to support marketing professionals to deliver consistent messaging to consumers, greatly increasing the chances of positive behaviour change. The report was launched during a dedicated webinar on Mumbrella with over 300 attendees.