The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Out of Home

Dirty Talking Trash Cans

Agency BBDO Nordics / Malmö

Client City of Malmö
BACK TO RESULTS

Annual ID

OS23_OH018S

About the Work

Purpose Although there are plenty of bins, litter is still thrown on the ground, which contributes to an increased sense of insecurity. It affects the citizen's experience of a place, gives the city a neglected and unkempt appearance and has a negative environmental impact. Cleaning up costs taxpayers millions of pounds annually. The aim of the campaign is to create behavioural change that increases the possibility of a cleaner city for all by reaching people that doesn't care about littering. The campaign needed to have at least one moment that takes place in the public space where it becomes a 'talking point' and attracts attention. Placement of work To attract and highlight the problem and get people to pay attention, we turned to where it happens. The trash can. We made sure the bin talks directly to residents by reprogramming the sound as soon as someone opens the lid. The audio message was loud enough for everyone around to hear with a message that appeals to people's most natural instincts - dirty fantasies. Cultural background The insights about the target group were 1) littering happens regardless of age, gender and background but young men stand out as the biggest litterers 2) younger men are more likely to litter than older men 3) a littered place makes more people litter and social norms are the most influential factor 4) that previous campaign messages did not have an impact because the topic as such does not generate interest in the target group. So, we decided to talk on their frequency, and use decoys instead of pointers. To get someone to change a behaviour and use human motivations, you need a measure of incentive and reward, which can be an element of surprise. Malmö's smart bins would be smarter, and dirtier. Doing something as boring as throwing away a piece of chewing gum should suddenly feel like doing something forbidden and doing