Background: Typically, when you speak to the average Nigerian about recycling, they show very little care, it’s almost an alien concept to them. However, data shows that over 22 million tons of waste is indiscriminately dumped annually in Nigeria. As part of its efforts in raising awareness for recycling, our client tasked us with creating a campaign for Global Recycling Day 2023, that is culturally relevant to even the average Nigerian.
Creative Idea: On one hand, Nigerians respect and appreciate culture, but on the other hand, they care little about recycling. The truth though is that if we don’t start imbibing new habits, the culture[s] we so cherish could be wiped out by the common habit of indiscriminate waste disposal. So, what if we show Nigerians the need to do better and preserve our culture by visually representing masquerades with waste?
Strategy: The approach for this campaign was to take something familiar - masquerades and blend it seamlessly with something Nigerians care little about - recycling with the ultimate goal of triggering people to reconsider their actions.
Execution: 3 posters that show masquerades made out of everyday trash with the message - “OUR CULTURE SHOULDN’T GO TO WASTE”
