SYDNEY, AUSTRALIA — It’s a simple truth – nature hates a tosser. And one at the core of a new NSW Environment Protection Authority (EPA) awareness campaign, aimed at changing the behaviour of daily and weekly litterers.
Developed by 303 MullenLowe, the new Nature Hates a Tosser campaign personifies native wildlife as watchful and angry rather than innocent and helpless, to target an audience that will often make excuses for littering, or assume it’s okay if no-one sees them doing it.
The new campaign builds on and reimagines the highly successful 11-year-old NSW EPA Don’t be a Tosser platform. It will be seen from this week across TV, BVOD, SVOD, radio, digital and social, OOH and across CALD assets (film, social, radio). Local Governments across NSW will also utilise assets to ensure maximum visibility.
303 MullenLowe Sydney’s Chief Strategy Officer Jody Elston said that by portraying furious birds and turtles confronting litterers, Nature Hates a Tosser and its “disruptive tonality” aimed to make people reconsider their act of littering as harmless, and understand the real harm it causes to wildlife and waterways.
“We know that anonymity increases people’s propensity to litter. Young men in particular are less likely to drop litter when people are around or they are closer to home, so we needed to shift from evoking social shame when people are watching, to personal shame in the moment. To ensure their emotional response would over-ride convenience led excuses,” she explains.
“Our secondary research illuminated a famous psychological experiment whereby the presence of eyes simulates an authority figure watching and works to curb people’s negative behaviour even when alone. We leveraged this cognitive influence and showed nature’s angry eyes watching to bring the real impact on wildlife and waterways closer to the littering behaviour.”
The Nature Hates a Tosser campaign is the first executed by 303 MullenLowe since being appointed by NSW EPA earlier this year as the result of a competitive pitch. Utilising its strong behaviour change expertise, the agency undertook extensive research to ensure its approach would engage the male target demographic aged 18–44.
It then worked closely with NSW EPA and the Litter Prevention Unit to deliver a campaign strategy, creative platform and communications architecture, while also executing all production.
NSW EPA Director, Corporate Affairs Vanessa Grimm said “Tosser has been highly successful at driving home litter prevention messages since first airing in 2014. But we know that despite these efforts, there is still a group within our communities that will litter using excuses like ‘there wasn’t a bin nearby’ or ‘it’s only a small wrapper or bottle top’.”
“We hope by showing that nature is watching and angry, these litterers will understand and acknowledge the impact their littering has, and ultimately change their behaviour. We’re excited to see this come to life across multiple platforms and formats.”
Nature Hates a Tosser is the latest in a string of behaviour change campaigns executed by 303 MullenLowe, which has received multiple accolades for its work in the area. These include a Silver Effie for ‘Insight and Strategic Thinking’ and a Bronze ‘Positive Change’ Effie for its Arrows campaign developed with the Cancer Institute NSW at the 2024 Australian Effie Awards. It also scooped two Bronze Effies at the Australian Effie Awards in 2022 for its One Drink campaign developed for the WA Mental Health Commission in collaboration with Cancer Council WA.
CREDITS
Manager Communications And Marketing: Linda Kerman
Principal Marketing & Campaigns Advisor: Cat Khuat
Senior Marketing & Campaigns Advisor: Jess Tocker
Senior Marketing & Campaigns Advisor: Jeremy Hartcher
Manager Programs: Rupert Saville
303 MullenLowe Sydney
Chief Executive Officer: Joanna Gray
Chief Creative Officer: Bart Pawlak
Chief Strategy Officer: Jody Elston
Creative Director: Adam Whitehead
Creative Director: Tiara Lowndes
Client Service Director: Ben Glasson
Head Of Production: Skye Lanser
Executive Broadcast Producer: Jackie Archer
Head Of Design: Alby Furfaro
Production Partners
Director: Mitch Green
Executive Producer, InMotion Films: Rob Steele
Music And Sound: Sonar Music
