While Queensland's Containers for Change scheme offered clear environmental and financial benefits, participation differed widely across communities. Research showed that barriers to action varied by audience, from convenience and time, to motivation and perceived value. The challenge was to drive behaviour change at scale by recognising these differences and showing Queenslanders that even small changes could fit naturally into their everyday lives.

Grounded in behavioural research, we identified key audience segments and the drivers most likely to motivate them to take part. We then built the Change It Up behaviour change campaign around simple, scenario-based messages that demonstrated how small changes could make recycling easier, more rewarding and more relevant to each audience. Using real people and relatable moments, the campaign showed Queenslanders how container recycling could slot into existing routines, helping remove barriers to action and encouraging lasting behaviour change across communities.

While Queensland's Containers for Change scheme offered clear environmental and financial benefits, participation differed widely across communities. Research showed that barriers to action varied by audience, from convenience and time, to motivation and perceived value. The challenge was to drive behaviour change at scale by recognising these differences and showing Queenslanders that even small changes could fit naturally into their everyday lives.

Grounded in behavioural research, we identified key audience segments and the drivers most likely to motivate them to take part. We then built the Change It Up behaviour change campaign around simple, scenario-based messages that demonstrated how small changes could make recycling easier, more rewarding and more relevant to each audience. Using real people and relatable moments, the campaign showed Queenslanders how container recycling could slot into existing routines, helping remove barriers to action and encouraging lasting behaviour change across communities.

While Queensland's Containers for Change scheme offered clear environmental and financial benefits, participation differed widely across communities. Research showed that barriers to action varied by audience, from convenience and time, to motivation and perceived value. The challenge was to drive behaviour change at scale by recognising these differences and showing Queenslanders that even small changes could fit naturally into their everyday lives.

Grounded in behavioural research, we identified key audience segments and the drivers most likely to motivate them to take part. We then built the Change It Up behaviour change campaign around simple, scenario-based messages that demonstrated how small changes could make recycling easier, more rewarding and more relevant to each audience. Using real people and relatable moments, the campaign showed Queenslanders how container recycling could slot into existing routines, helping remove barriers to action and encouraging lasting behaviour change across communities.