Garden Organics Kerbside Collection Service

COMMUNITY ENGAGEMENT | STAKEHOLDER ENGAGEMENT STRATEGY | CONTENT DEVELOPMENT | GRAPHIC DESIGN

Supporting the roll out of a council waste service through the creation of a unique brand identity and a community engagement and education campaign.

Client

Ipswich City Council

 

Challenge

In early 2025, Ipswich City Council engaged LKB to support the rollout of its new Garden Organics (GO) Kerbside Collection Service through a city-wide education and engagement campaign.

As part of Council’s broader sustainability objectives, the campaign was designed to build community understanding of the new three-bin system, reduce contamination, and encourage long-term participation, particularly across the city’s culturally and linguistically diverse (CALD) population. Clear and engaging communication was required to ensure a successful roll out for council.

Strategy

LKB developed a recognisable GO brand identity, positioning the new service as a practical step residents could take towards better environmental outcomes.

 This brand has been applied consistently across all touchpoints to ensure alignment between Council communications, local engagement, and broader marketing activity.

To ensure relevance and reach, LKB proposed a combined marketing and community engagement model. This included a program of targeted outreach such as school visits, pop-up events, and community-led activations, as well as ambassador content and translated materials in key community languages including Samoan, Punjabi, Vietnamese and Filipino.

As part of the engagement strategy and campaign resources, LKB delivered eight pop-up community events in high footfall locations to engage with the Ipswich community and raise awareness of the new service. The booths included a full branded display with merchandise and interactive activities to promote the transition.

LKB also carried out a series of phone interviews with residents to gauge the effectiveness of another council recycling campaign and waste management services across Ipswich. Over 3000 phone calls were made to reach residents directly and gather valuable insights from the community.

Results

Throughout the campaign, LKB:

Developed key messaging that focused on behavioural change and emphasised clear calls to action with the aim of removing any confusion about the process.

Developed and rolled out a unique GO brand identity.
Delivered eight community pop-up events spread across the LGA, engaging with over 3,000 people across the Ipswich LGA.
Developed and distributed educational merchandise including GO branded gardening gloves and fridge magnets. LKB distributed over 8,000 items of merchandise to the community across the eight activations.
Developed a promotional resource toolkit that was delivered to 95 schools in the Ipswich LGA.
Developed and distributed CALD promotional resource toolkits to engage with CALD local community groups to inform them of the transition and the sessions they could attend to learn more.
Delivered two focus groups with community members across Ipswich following the delivery of the community engagement activities to understand awareness, barriers and possible suggestions for improvement.
Completed 400 phone surveys in-house.