Illawarra Shoalhaven Joint Organisation
Using digital media to help keep waste trucks and communities safe
The Illawarra Shoalhaven Joint Organisation partnered with Craft to deliver a regional awareness campaign encouraging residents to “Never Bin a Battery.” The initiative aimed to educate the community about the serious risks caused by disposing of batteries in household bins, where they can ignite fires in garbage trucks and waste facilities.
To deliver this message at scale, Craft developed and managed a targeted digital campaign across Facebook, Instagram, Google Display, YouTube, and Connected TV. The focus was simple and intentional: ensure the message was seen, understood, and acted upon.
Through carefully optimised distribution of video assets and clear calls to action directing viewers to the EPA website for further information, the campaign reached hundreds of thousands of residents across the region. Over the five-month campaign period, the content generated more than 480,000 full video views and 34,000 clicks to learn more about safe battery disposal.
By prioritising meaningful engagement metrics over vanity statistics, the campaign demonstrated how clear messaging, strong creative, and targeted digital delivery can drive real behavioural awareness for an important public safety issue.
The Illawarra Shoalhaven Joint Organisation partnered with Craft to deliver a regional awareness campaign encouraging residents to “Never Bin a Battery.” The initiative aimed to educate the community about the serious risks caused by disposing of batteries in household bins, where they can ignite fires in garbage trucks and waste facilities.
To deliver this message at scale, Craft developed and managed a targeted digital campaign across Facebook, Instagram, Google Display, YouTube, and Connected TV. The focus was simple and intentional: ensure the message was seen, understood, and acted upon.
Through carefully optimised distribution of video assets and clear calls to action directing viewers to the EPA website for further information, the campaign reached hundreds of thousands of residents across the region. Over the five-month campaign period, the content generated more than 480,000 full video views and 34,000 clicks to learn more about safe battery disposal.
By prioritising meaningful engagement metrics over vanity statistics, the campaign demonstrated how clear messaging, strong creative, and targeted digital delivery can drive real behavioural awareness for an important public safety issue.
