Case study

Wyong Shire covers 827 square kilometres of the Central coast and has a population of around 143,000 people. The Shire extends from Gwandalan and Summerland Point in the south, east to Forresters Beach and west to Dooralong, Yarramalong and Kulnura, and includes the beautiful Tuggerah lake system. Read Hide the full case study


The Tuggerah Lakes estuary is a unique environment and rich in biodiversity. Over the years the estuary has been influenced by many different human activities. Littering is the most visible problem and one that has a negative effect on lake wildlife, as all this rubbish ends up in the waterways.

Wyong Shire Council engaged Headjam as their Advertising Agency to produce the photographic campaign aimed at educating Wyong shire residents that what they do in day-to-day life could have large-scale effects on their beautiful lake. The outcome of the campaign should be to minimise lake pollution through education that alters people's behaviour.

We developed a potent photographic campaign reminding people of common everyday behaviours that have a direct effect on the lake. This concept is highly visual and easy to understand, causing people to think twice about what they do and the impact it has on the environment.

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