In a town outside Sydney NSW, concerned locals were fed up with the amount of rubbish being dumped throughout Cessnock’s surrounding bushland. Instead of another typical name and shame campaign, which hadn’t been successful in changing behaviour, we wanted to try a more positive approach. ‘Big Into Bush’ was a grassroots style campaign built around getting people to celebrate what they loved about their local bushland, rather than telling them off for ruining it. This meant creating something that didn’t look like your typical serious campaign but was supported by practical messaging.