This project was developed in 2022 in response to the task of creating an engaging anti-littering billboard campaign. This task was tricky at first, as it is a common message, most people know that they should recycle and they should put their litter into designated bins. This new message needed to be cutting edge to catch the user off guard, so that it reminds them when they may have forgotten. It didn’t need to be educational as they know the risks, they know the consequences, they needed something to make them remember in the moment. This project targeted Gen Z & Millienals due to the high amount of litter around junk food around Swansea. Humour is a great tool to help stay top of mind for this audiences, as well as social media trends.

“In August 2022, about 25% of UK dating service users had heard about Tinder in the media, on social media, or in advertising over the past three months…”. Of this 25%, most were Millenials & Gen Z. This made for the perfect opportunity to manipulate ‘Tinder’ into ‘Binder’ & utilise the popular phrase of ‘swipe right’, meaning like something or to show interest. I then swapped out the traditional swipe icons for buttons which promoted recycling, and implied that to swipe left is to put them into the rubbish. Although still not the ideal option of recycling like the other buttons offer, it still promoted the base message of putting rubbish into the bin. This billboard would then be situated near bins around places such as McDonald’s, KFC, Burger King, and other highly littered takeout food vendors. This achieves the goal of awareness for an anti-littering campaign as it makes the consumer laugh as they make the connection, and then remember to put their rubbish into the bin in the moment where they are most likely to make the offence.