To promote a new environmental program, Lake Macquarie City Council recently created intrigue with their promotion “Where's Warren”.
Rather than just launching their new mascot and program, they created an integrated promotional campaign to create interest and build curiosity.
Called “Eco Angels” the program aims to inspire residents to help provide clean and healthy public places, reduce the levels of rubbish, and minimise the amount of illegal dumping affecting the natural environment.
“Warren” is the mascot of the program and for weeks in the lead up to the 1 July 2013 launch he was seen in and around businesses throughout the Lake Macquarie area. Members of the community were encouraged to solve a mystery and guess where he would be next.
Lake Macquarie City Council Manager Sustainability, Alice Howe, said the program supports community groups, schools, residents and businesses who are interested in cleaning up their favourite outdoor space in Lake Macquarie City.
“We know our residents are proud of our lake and its catchment,” Alice said.
“The Eco Angel program encourages people to think about the impact of litter on our native animals, natural areas and water quality; and ways they can help to minimise it.
“By encouraging people to organise and take part in their own clean up, we are hoping to reduce the amount of unwanted litter throughout the City and improve the amenity of our local areas.”
The first Eco Angel clean up was recently held, with more than 100 volunteer Scouts collecting 280 kilograms of waste in less than two hours.
The Eco Angel program is rolling out across the Lake Macquarie area with another six registered clean ups occurring over the next month.