Trash Em’ All Campaign
2020
The Trash Em’ All campaign is a 360 campaign for SembWaste. From a survey we conducted, we found that youths in Singapore have negative stereotypes towards the waste industry and its workers because they have been influenced by the people around them. They tend to have a “don’t know, don’t care” mentality – since they don’t know the role they play in the waste process, they don’t really care about managing their own waste. Waste disposal is also convenient in Singapore – this means that youths don’t take the initiative to recycle and sort their waste properly because it’s easier to dispose all of their waste together instead of recycling.
Phase 1, #TrashThatMindset, consists of a series of 3 print ads showing that being a waste collection worker is something to take pride in, which challenges the current perceptions of youths that working in the waste industry is dirty and inferior. Waste collection workers are shown outside of their working environments to show that they are just like everyone else.
Phase 2, #TrashThatIndifference, consists of the campaign website, brand manifesto video as well as an infographic video. This phase aims to educate youths about the role they play in the waste process, and to show them their importance in being part of the change that SembWaste is making. Letting youths know how they’re involved in the process helps them to trash their indifference towards the waste industry.
Trash Em’ All campaign website
Brand manifesto video (Due to restrictions from the circuit breaker period, online footage was used for this video)
Infographic video
Phase 3, #TrashThatInaction, aims to tackle the decreasing domestic recycling rates, as well as establish connections between youths and waste collection workers. This phase consists of an Out-Of-Home design and add-on features to SembWaste’s EZI App, and a proposed collaboration with MUJI.
Out-Of-Home design
Youths feel a sense of urgency when they see their devices running out of battery. Therefore, we hope to translate this same sense of urgency in our Out-Of-Home design. We made use of the shape of the SembWaste truck to represent Semakau landfill as a battery that is almost depleted, showing that Semakau has very little space and time left, thus urging youths to take action.
EZI app add-on
We introduced a ‘Get to know your neighbourhood waste collection worker’ section in SembWaste’s EZI app, where youths can key in their postal code and get to know the waste collection worker in charge of their neighbourhood through a video and short writeup. They are also able to send a kind message to the waste collection worker. We believe this add-on to the app will help youths to relate better to the waste collection workers and therefore making them more willing to manage their own waste.
Proposed collaboration with MUJI
In our proposed collaboration with MUJI, we designed a recycling vending machine where youths can recycle in exchange for points. They can then use these points to get discounts on selected items made of recycled materials or campaign merchandise. We also designed a brochure and stickers for customers to learn more about the campaign.
Case film for the campaign