Winning the City of Gold Coast’s creative account with two campaigns, one serious and one not so…
*Ai used for illustrative purposes, real campaign in production*
Grow Up - Behaviour Change
Occupational violence and aggression
Problem: Since the COVID-19 pandemic, changes to City services have led to a rise in aggressive and abusive behaviour from the public, particularly targeting staff in Libraries, Customer Contact Centres, and Health & Regulatory Services. Research shows this trend is part of a broader national and international issue, with retail and service workers facing unprecedented levels of abuse.
Insight: Tantrums, name-calling, hitting, spitting—sounds more like something you’d see in a playground than from grown adults. Sadly, that’s exactly how some Gold Coasters treat our staff. This campaign will shame those Gold Coasters by holding up a mirror and showing them what they’re really acting like—unhinged children.
Idea: Grow Up, a hard-hitting message to Gold Coasters: if you’re aggressive or violent towards our staff, it’s time to grow up or face the consequences.
Posters
Using real CCTV and bodycam footage from Gold Coast OVA incidents. Then, to add a layer of shame and show the public’s perspective, we’ll swap the offenders’ faces with cartoon babies. With animation, we will show them going through a range of different emotions including crying, screaming, raging and going red-faced.
Social Video
We open on a compilation of CCTV and bodycam footage of OVA incidents. Gold Coasters lash out at City of Gold Coast staff. Their faces are swapped with cartoon baby faces as a visual metaphor for how they’re acting. We’ll see them screaming, crying, going red with anger and even spitting the dummy!
We see clips like someone getting physical with parking officers, a library worker getting yelled at and someone screaming down their mobile phone.
A voiceover speaks over the visuals.
VO: Only babies throw tantrums like this.
Our staff are here to help...
Abuse them and you could face fines, even jail.
SFX: Music cuts. Police siren.
We see the offenders getting spoken to by police or put into handcuffs.
VO: Grow up...or get locked up.
LOCK-UP: GROW UP OR GET LOCKED UP
LOGO: City of Gold Coast
Social
Post Copy: Only babies throw tantrums. If you’re someone who gets abusive or violent with our staff, it’s time to grow up or get locked up.
Radio
‘LIBRARY TANTRUM’
SFX: Library ambience, pages turning, typing.
TODDLER (annoyed, childish tone): What do you mean the library computers aren’t working?
TODDLER (angry, exaggerated): That’s bullcwap! I need to pwint NOW!
TODDLER (screeching): I HATE YOU! I HATE YOU! SFX: Single loud toddler scream, abruptly cut. [Beat of silence]
VO: Babies throw tantrums like this, not adults. Our staff are here to help.
Abuse them and you could face fines...even jail. Grow up or get locked up, Gold Coast.
Tactical Executions
As many of the offenders are18+ males, we will put targeted messages in male bathrooms across the Gold Coast, especially in public bathrooms near libraries and parking lots.
We will also explore placing digital screens here to play our video assets in the bathrooms
Avoid The Trash Dash
Problem: Given the changes to the City’s infrastructure bin collection has been disrupted. Now that the works are done, the bulk of City residents have new bin days. We need to raise awareness and direct residents to find out when their new bin day is.
Insight: There is only one thing worse than forgetting to put your bins out… it’s realising you’ve forgotten when you hear the sound of a garbage truck pulling up at the end of the driveway.
Idea: Avoid the trash dash.
Social Films
TRADIE
We open on close up of a face, with pastry flakes in the moustache. Its slow motion, but we can tell that there is a lot of movement happening.
VO: A 4:30 am wake up and you still forgot...
We zoom out to see a young tradie, choccy milk in one hand and wheelie bin in one other, running in slow motion down his driveway. He has a high vis shirt and a pair of underwear on.
VO: Your bin day is changing.
SFX: beeping of a garbage truck.
VO: Search find-my-bin-day online and avoid the trash dash.
Cut to City of Gold Coast end frame with URL prominent in frame.
MUM
We open on a slow motion shot of a young mum, running down her driveway. In frame we see her running towards the bins, hand up trying to catch the attention of a garbage truck that is off screen.
VO: You packed the kids lunches, set out their uniforms and got them into the shower in record time.
We continue to slowly move in on the scene as garbage truck beeps can be heard in the background.
SFX: Beep... Beep.
VO: Even the best laid plans can come undone...
VO: Your bin day has changed. Search find-my-bin-day online and avoid the trash dash.
Cut to City of Gold Coast end frame with URL prominent in frame.
SMS
TEXT MESSAGE REMINDERS
• Got your running shoes ready? Check your new bin day and avoid the trash dash. Visit cityofgoldcoast.com.au/mybinday
• Avoid the trash dash Check your new bin day at cityofgoldcoast.com.au/mybinday
• Kids lunches packed Washing brought in Bins put out... Your bin day is changing. Check your new bin day at cityofgoldcoast.com.au/mybinday
Media Moment
To bring the change in bin days to the front of the GC’s minds, we will set up an activation on Surfers’ main street, inviting people to see who can run the 50m dash the fastest with a wheelie bin. The winner will then go head-to-head with Shirvo, live on Sunrise.
In the lead-up to the event, we will include radio integration and live reads, where hosts share tips on how to perfect your bin dash technique - both for those entering the race and for anyone who might forget their new bin day.
