Dumped 💔
The Keep Sweden Tidy Foundation wants you to dump correctly.
35 million pieces of litter are dumped in the streets every week.
Keep Sweden Tidy is a non-profit organization that promotes recycling and combats litter through public awareness campaigns.
In the spring of 2023, they wanted to reach new, younger audiences with a message to dispose of your litter correctly - throw it in the bin, not in the street.
How could they cut through the clutter and engage teenagers in something as dull as the litter problem, as the snow was melting in the streets?
I got dumped 💔
Tapping into the romantic theme of the month we launched "Dumped" in February. (Perhaps the worst time to be dumped?)
The campaign was led by a series of stop motion characters created with real litter collected from the streets of Stockholm.
They have been publicly dumped around the city, in the park, outside the club, and each has its own story to tell, shared in videos on TikTok and Meta.
Messaging:
Dumped in the street 💔
35 million pieces of litter is dumped in the streets every week.
Dump the right way - in the bin.
People join in
The public were encouraged to share their own dumped trash characters for a chance to win a special litter-picking date kit for two, which included equipment and romantic pick-up lines, perfect for a Valentines date 💖
You could also spot our message in the streets, placed near littering hot-spots.
Results
This video campaign has the highest engagement the foundation has ever had targeting this audience.
Our audience looked at the videos over and over, with an average watch time of 13.70s per video on TikTok. (Avg. benchmark on sponsored content ~3s ) We also reached over 900 000+ views on a tiny budget.
A humorous take on a serious question was the key to success - we reached and engaged hundreds of thousands of people with our message, strategically tapping into the Valentine’s day buzz with a campaign that stood out., leaving our audience asking for more films to be created.
Most importantly The Keep Sweden Tidy Foundation engaged a whole new audience in the litter problem, and grew their following of young fans in social, inspiring a behaviour change through entertaining, not blaming.
