Rage Against the Polystyrene

An unexpected Public Service Announcement from the NSW Government’s Environment Protection Authority.

Problem

There’s an issue of people littering inland, with that rubbish flowing into drains, then creeks, rivers and finally into the sea. Here it causes huge problems, building up and killing sealife.

Brief

EPA wanted a campaign to educate people and reduce this cycle.

Solution

A dry, complex process needed a very creative solution – so we wrote, produced and released a classic power ballad and music video.

It’s one thing to know that litter ends up in drains and the ocean, but it’s another to hear it directly from the sea creatures who suffer. And there’s nothing like a power ballad to change how people feel.

With the help of composer Steve Peach, we released the song ‘Don’t be a Tosser’ under the band name Rage Against the Polystyrene.

The campaign drove behavioural change, with 92% reporting taking action after hearing the song on radio, and digital ads (featuring the song) driving a 30% decrease in littering in NSW.