Helping Norfolk County take out the trash.
Change is always challenging. Asking people to change can be even harder. Norfolk County, inspired by our work introducing Hamilton’s Green Cart program years ago, brought us on to help launch their new organic waste program, changing decades of established waste habits.
There were many factors to consider: the campaign needed to resonate with both urban and rural residents. It had to introduce a brand new sorting system, waste containers, and resident behaviours, while also communicating WHY these changes were happening. More than anything, Norfolk County needed communications that were clear, honest, and ruffled as few feathers as possible.
This was such a big challenge that we brought all hands on deck! Our first order of business was an agency-wide brainstorming session, reflecting honestly on our own waste habits and frustrations so we could craft a message that resonated with every audience.
Those conversations led to the idea of “Please, don’t feed the landfill.” Inspired by familiar agricultural signage and Norfolk County’s rural character, the concept used a little humour and a simple call to action to make new sorting habits feel manageable. It also got to the heart of WHY things were changing: landfills are filling up, and nearly half of residents’ waste could be diverted into organic streams. By feeding the green bin instead, residents could help extend the life of the landfill and reduce costs in the long run.
With an approved direction, we set out working closely with Norfolk County staff to create everything they needed to communicate these changes across the County. This included, but was not limited to: billboards, radio ads, newspaper ads, social media content, print booklets, stickers, photography, videos, and educational sorting guides.
As the campaign progressed, and as Norfolk County got closer and closer to their program launch, we adapted and added new deliverables based on ongoing resident feedback. When the deadline for choosing your cart size was extended, we jumped into action to communicate the change. When residents expressed confusion about receiving a small sorting container, we adjusted our materials to address their concerns. All the while, we ensured that everything remained on brand and cohesive across the entire campaign.
And our work didn’t finish when the program launched in September 2026. We continue to assist Norfolk County with communication updates as residents voice questions about their new waste carts and collection. In the end, we created a campaign that sticks around in homes… and doesn’t get thrown out.
