The Back to Earth Initiative

Metropolitan Waste and Resource Recovery Group (MWRRG)


2013 – current

To coincide with the development of new composting facilities at Bulla and Wyndham to service eleven councils in Melbourne’s north and west, MWRRG, a Victorian State Government Statutory Body responsible for coordinating and facilitating the delivery of municipal solid waste management across metropolitan Melbourne, drafted education strategies to:

  • Communicate the environmental benefits and end products of organics recycling
  • Raise awareness of what happens to organic waste once it is collected
  • Promote the collection services offered by participating councils, and
  • Educate users on the consequences of contamination.

Commotion developed the name, identity, microsite and all advertising and communication collateral for the campaign. The microsite conveys the broader messages in a visually interesting way that is not expected of government sites, and links through to each participating council’s green waste landing page. The concept was liked and well accepted by councils, and as it evolves, web-based promotions continue to build awareness of the scheme and its benefits.

The Back to Earth concept was adopted by the Goulburn Valley Waste and Resource Recovery Group in 2014 for rolling out across the Shepparton, Moira and Strathbogie regional councils in Victoria, as they progressively introduce their new food and green organics waste collection services. Television commercials featuring media personality Dr Karl Kruszelnicki were part of the Goulburn Valley brief, and have been instrumental in gaining support for the program from the many stakeholders within council.