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
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] The groper is voiced by Bryan Brown, and the work, by 303 Sydney, ends on the line "Bin it. Or bring it."[3]
"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]
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]
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] Campaign Brief lists online video, BVOD, social and radio as well.[3]
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] The Tosser campaign began as "Hey Tosser!" in 2014 and became "Don't be a Tosser!" in 2018.[4]
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
Who voices the groper in the NSW EPA campaign?
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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.
