Purpose Awards EMEA 2021: Charity/NGO - Best Environmental Cause Campaign

WINNER: Pick it up, throw it in, feed the bin! by First Lady Agency for The Keep Sweden Tidy Foundation.

Purpose Awards EMEA 2021: Charity/NGO - Best Environmental Cause Campaign

Keep Sweden Tidy is a non-profit organisation that promotes recycling and combats litter through public awareness campaigns and environmental education. With snack wrappers making up 29% of all the litter on Swedish streets, much of which ends up in the ocean, it needed to make young people recognise littering as an environmental problem.

The resulting campaign, ‘Pick it up, Throw it in, Feed the Bin!’, used a series of films, which
asked teens to feed bins pimped as ‘trash monsters’ with candy wrappers, in the most
‘awesome’ way possible. This tapped into the ‘haters will say it's fake’ trend on TikTok,
where seemingly impossible throws are being executed with trick-shots. The videos
encouraged teens to make their own versions both on TikTok and Instagram Reels.

Mixed in with the videos were posts and ‘Did you know?’ polls highlighting facts around
littering and why it’s so important to throw candy wrappers in the bin. Influencers and teens
joined in and trash monsters started popping up all over the country as levels of engagement
grew.

This project had the biggest reach the Keep Sweden Tidy Foundation has ever had targeting
this audience, and it was also the most cost-effective.The engagement exceeded all
expectations, with hundreds of thousands of likes, comments, shares and votes in polls. The
Foundation engaged a whole new audience in the litter problem, gained a following and
recruited hundreds of thousands of new young fans onto a new platform.

   

Finalists

Naturehood by 11 london for Earthwatch Europe

Community Fridge Network by Barley Communications for Hubbub

Preventing Pandemics by Tug for WWF International

Our One Home by Weber Shandwick for Fauna & Flora International

Food Waste Action Week, WRAP

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