> ## Content Index > Fetch the complete content index at: https://www.promptthemarket.com/llms.txt > Use this file to discover other available public pages before exploring further. # Bryan Brown voices a cranky blue groper in the NSW EPA's litter ads - URL: https://www.promptthemarket.com/nsw-epa-blue-groper-bryan-brown-litter-campaign/ - Published: 2026-11-05T00:30:00.000Z - Updated: 2026-11-05T00:29:59.000Z - Description: 303 Sydney's summer instalment of Nature Hates a Tosser runs in cinemas, on TV and on billboards until Australia Day, as NSW chases a 60% cut in litter by 2030. - Author: Editor News - Tags: Advertising, Australia, NSW Environment Protection Authority, #author-james-dore ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) By **James Dore** ยท 2026-10-22 TLDR The NSW Environment Protection Authority has brought back its Nature Hates a Tosser anti-litter campaign for summer, this time with an animated Eastern Blue Groper, the state fish, voiced by Bryan Brown. The 303 Sydney campaign runs in cinemas, on TV, in stadiums and on billboards until Australia Day, with more than 800,000 moviegoers expected to see it. KEY TAKEAWAYS 01The NSW EPA's Nature Hates a Tosser campaign returns with a cranky Eastern Blue Groper, voiced by Bryan Brown. 02303 Sydney created the work, with the line 'Bin it. Or bring it.' 03It runs until Australia Day, and the EPA expects more than 800,000 moviegoers to see it. 04NSW has cut plastic litter by 45% since 2018-19 and is targeting a 60% cut in all litter by 2030. 05The EPA expects the campaign to cut littering by another 10% by 2030. ## The campaign The NSW Environment Protection Authority has relaunched its Nature Hates a Tosser campaign for summer, with an Eastern Blue Groper, the NSW state fish, joining the magpie and green sea turtle from earlier rounds.[\[1\]](https://www.epa.nsw.gov.au/news/epamedia/261101-cranky-blue-groper-hits-the-big-screen-against-litter?ref=promptthemarket.com) The groper is voiced by Bryan Brown, and the work, by 303 Sydney, ends on the line "Bin it. Or bring it."[\[3\]](https://campaignbrief.com/a-cranky-eastern-blue-groper-is-drowning-in-litter-in-new-nsw-epa-campaign-via-303/?ref=promptthemarket.com) Nature Hates A Tosser: Blue Groper (30 seconds), from the NSW EPA's YouTube channel. "Pollution often starts with litter dropped on streets, parks and beaches, before being washed through drains, rivers and waterways into the ocean," said EPA chief executive Nancy Chang. "Once there, it can entangle wildlife, be mistaken for food, or break into harmful microplastics that spread throughout the food chain."[\[1\]](https://www.epa.nsw.gov.au/news/epamedia/261101-cranky-blue-groper-hits-the-big-screen-against-litter?ref=promptthemarket.com) ## The thinking 303 Sydney built the idea around what happens after litter leaves someone's hand. "Once it leaves their hand, it's effectively gone," said chief strategy officer Jody Elston. "If people can't see the consequences, they don't feel responsible for it." Chief creative officer Bart Pawlak said the fish was chosen because "Blue Gropers are synonymous with New South Wales."[\[3\]](https://campaignbrief.com/a-cranky-eastern-blue-groper-is-drowning-in-litter-in-new-nsw-epa-campaign-via-303/?ref=promptthemarket.com) ## The media plan and the target The ads run until Australia Day in cinemas, on TV, in stadiums and on billboards, and the EPA expects more than 800,000 moviegoers to see them before films including Dune: Part Three and Avengers: Doomsday. Summer is when littering is at its highest, the EPA says.[\[1\]](https://www.epa.nsw.gov.au/news/epamedia/261101-cranky-blue-groper-hits-the-big-screen-against-litter?ref=promptthemarket.com) Campaign Brief lists online video, BVOD, social and radio as well.[\[3\]](https://campaignbrief.com/a-cranky-eastern-blue-groper-is-drowning-in-litter-in-new-nsw-epa-campaign-via-303/?ref=promptthemarket.com) NSW has cut plastic litter by 45% since 2018-19 and is aiming to cut all litter by 60% by 2030\. The EPA predicts the campaign will help reduce littering by another 10% by 2030.[\[1\]](https://www.epa.nsw.gov.au/news/epamedia/261101-cranky-blue-groper-hits-the-big-screen-against-litter?ref=promptthemarket.com) The Tosser campaign began as "Hey Tosser!" in 2014 and became "Don't be a Tosser!" in 2018.[\[4\]](https://www.nsw.gov.au/environment-land-and-water/environmental-protection-waste-and-recycling/nature-hates-a-tosser/campaign/faq?ref=promptthemarket.com) SOURCES & CITATIONS 1. [Cranky Blue Groper hits the big screen against litter, NSW EPA](https://www.epa.nsw.gov.au/news/epamedia/261101-cranky-blue-groper-hits-the-big-screen-against-litter?ref=promptthemarket.com) 2. [Nature Hates A Tosser - Blue Groper 30, NSW EPA on YouTube](https://www.youtube.com/watch?v=sRADQfXtE0c&ref=promptthemarket.com) 3. [A cranky Eastern Blue Groper is drowning in litter in new NSW EPA campaign via 303, Campaign Brief](https://campaignbrief.com/a-cranky-eastern-blue-groper-is-drowning-in-litter-in-new-nsw-epa-campaign-via-303/?ref=promptthemarket.com) 4. [Nature Hates a Tosser campaign FAQ, NSW Government](https://www.nsw.gov.au/environment-land-and-water/environmental-protection-waste-and-recycling/nature-hates-a-tosser/campaign/faq?ref=promptthemarket.com) FREQUENTLY ASKED QUESTIONS Who voices the groper in the NSW EPA campaign? Bryan Brown voices the animated Eastern Blue Groper, according to Campaign Brief. Where is the campaign running? In cinemas, on TV, in stadiums and on billboards until Australia Day, with more than 800,000 moviegoers expected to see it. What is the NSW litter target? A 60% reduction in all litter by 2030\. NSW has cut plastic litter by 45% since 2018-19. ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) [James Dore](https://www.promptthemarket.com/james-dore/) James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.