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Afraid of the dark? Sydney pulses and thrives on what is real and what is seen. It is a city of science, a metropolis of the rational. Life in this diverse neighborhood is risky, but full of possibilities. Yet, collectively, we fear the unknown - what can’t be seen. It is the foreboding of an uncertain future which has shaped this campaign: designed with the purpose of encouraging local residents to recycle their hazardous household waste for the greater good. After all, the toxins residing in mobile phones, light bulbs and batteries are not only silent in spirit; they are deadly yet invisible demons.
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Contents
The stalemate
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Gold Digger
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The afterlife
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TARGET MARKET
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The Haunting
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The exorcism
18-19
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The Stalemate In November 2013, City of Sydney Council launched drop-off stations outside local libraries and easy-to-access places, for people to recycle their hazardous household waste. By January 2014, 4000 light bulbs, 1000 mobile phones and 40, 0000 batteries had been thoughtfully disposed of, in the designated places. Sadly, the vast majority of toxic household items were not recycled. They were thrown, by the public, into the general trash. These items are sitting stagnantly in landfill, leaking dangerous toxins into our precious and fragile part of the Earth.
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97%
Thrown in the trash
3%
98%
of all fluorenscent lights are crushed into landfill
Reused or recycle
90%
Thrown in the trash
10%
Reused or recycle
95%
Of all HHW are thrown in the trash
5%
Of all HHW are reused or recycle
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Gold Digger There’s a pawn broker, of sorts, who hawks gold jewelry at the corner of Oxford Street and Riley Street.. He offers cash for it. Then he melts it down and makes his profit. The point is: gold is timeless and extremely valuable. I’m you’d want to tear apart your old Nokia 3210 if you found out there was gold among its innards! Well, there is! A little piece of gold! About $7 worth, if you were to extract it out and weigh it; but who has time for pulling apart their old brick? Not our target market, that’s for sure! If one were to dare to dig for gold in an old mobile phone, they’d be unleashing the chemical toxin of cadmium into the atmosphere. Cadmium is extremely threatening to our delicate ozone layer. Is that old phone you threw into the waste-paper basket contributing to the problem of climate change? And what about light bulbs? Most people would be guilty of throwing at least one or two in
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the normal bin, when they have blown. But doing so is similar to unleashing an evil spirit! The mercury inside a light bulb will seep into the food-chain if it decomposes in landfill. It doesn’t even decompose, really. It just sits there, with the mercury seeping out, and poisoning the tiniest organisms, at the bottom of the food chain. Batteries contain lead. If a battery is thrown into the normal rubbish bin, there is a chance that the lead could leak dangerously into our waterways. There’s a Korean horror film where something similar happens. In the film, the lead leaked into the ocean, causing a murderous sea mutant to evolve. It eventually jumps from the water and attacks the whole city. Let’s just say... Lead and water DON’T MIX!
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Zinc Lead Nickel Lithium Mercury Cadmium Antimony Maganese Heavy metals Alkaline Chemicals
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Batteries, Light bulbs & Mobile Phones Haunt us after they die, because They kill us slowly with their toxins...
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The Afterlife Reusing things is truly the best thing one can do for Mother Nature. It means less waste and less consumerism: the ultimate goal, really! But sometimes reusing everyday necessities is impossible! It would be extreme to forgo using a mobile phone just to benefit the planet, but the next best thing is recycling it when it dies. The same goes for batteries, and light bulbs. This campaign focuses less on the possibilities of the recovered materials, and more about the harmful effects of nonrecycled hazardous waste on the environment. The reason for this is, the- faith in the City of Sydney target market to understand the message of this campaign best, ‘sans’ a sugar coat.
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Glass wool
Gold Silver Copper
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Target Market The target market is broad and vast. It is defined by our client, the City of Sydney Council as local residents primarily aged between 20-40. The City of Sydney region extends East to Kings Cross, and west to Erskineville. People in this group are evenly speak accross genders but diverse and varied in their walks of life. There are a significant amount in this group who speak English as their second language.
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The Haunting People in Sydney are generally busy, and can be stressed. They’ve been known to act selfishly, but only because, they have to, at times, in order to survive!
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= Old
=?
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The Exorcism People will take action and recycle their hazardous household waste at the designated bins if they are made aware of the dangerous ‘afterlife’ of their unwanted, old
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goods. The campaign will engage the audience if it is witty, truthful, with a sense of locality which is intrinsically ‘City of Sydney’.
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Old
Old
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