Our recent Improving Our Recycling campaign, supported by Sustainability Victoria’s Circular Economy Household Education Fund focussed on keeping recycling loose and reducing soft plastics in the yellow-lid recycling bin. The campaign included focus group and community testing sessions to refine education materials and reached many residents through popular community platforms like Hungry Panda, WeChat, and RedNote, out of home advertising and community education and events. 

A summary of the key campaign activities is included below: 

Digital engagement  

• WeChat banners and community posts reaching thousands of people 

• Food delivery app advertising (Hungry Panda) with messaging about keeping recycling loose 

• RedNote (Little Red Book) content showing how and what to recycle. 

Visual messaging 

• Outdoor billboard advertising across Burwood, Box Hill, and surrounding areas 

• Advertising in international supermarkets 

• Simple, clear visuals showing the right way to recycle (loose, not in bags). 

Community outreach and education 

• Pop-up events at Box Hill Mall, where we distributed recycling crates and answered questions 

• Education sessions at Deakin University and Box Hill Institute to support international students and new residents. 

• Grassroots WeChat posts in local community groups with practical recycling tips. 

What we learned 

• Learning about recycling takes time, especially for new residents 

• Visual communication works better than text alone 

• Information should be delivered in small, manageable amounts 

• Trusted platforms like WeChat are essential for reaching the community 

• Community events and face-to-face interactions are important for effective education.