Do the Right Thing – the historic anti-littering campaign run by Keep Australia Beautiful (KAB) is back to remind and motivate Australians to look after our country.
Originally launched in 1979, the campaign is considered to be the most effective behavioural change campaign in Australian history.
Forty-two years on, the campaign has been modernised to engage the next generation of Australians on an environmental issue that has only increased in relevance with the rise in the nation’s population.
With Christmas and school holidays approaching, Australians get out more to enjoy the beautiful outdoors. The campaign urges everyone to leave nothing but footprints behind.
The refreshed KAB Do the Right Thing campaign retains its original message that outdoor recreation and smoking can create litter.
KABs 2019-2020 National Litter Index counted over 56,000 pieces of litter, with cigarette butts and packaging accounting for 40 percent and takeaway packaging making up 16 percent of the total.
The Do the Right Thing campaign re-launches on Wednesday 8 December 2021 on the Keep Australia Beautiful social channels and runs until the end of January 2022.
Val Southam – KAB Chief Executive Officer
I believe the campaign’s timing is critical, particularly given the ongoing pandemic.
COVID-19 is a powerful reminder for all Australians to do the right thing to keep communities safe.
We see this campaign as a continuation of that spirit, calling on all Australians to protect the natural environment as they would each other.
Whether highway driving, visiting parklands, heading to the beach or enjoying a public space these holidays, we are reminding all Australians that we all have a responsibility to reduce and manage our litter to achieve a litter-free and sustainable environment.
It will be instantly recognised by the older generation whilst inspiring the younger generation to Do the Right Thing.
It is about prevention, rather than cleaning up, and about creating an emotional connection to the environment for everyday Australians. We want to influence change in littering behaviour.
