Township of Langley: Illegal Dumping

  • Campaigns
The Township was battling a costly problem with illegal dumping in their community. With large rural areas, dumpers were able to remain anonymous, so there was little deterrent to their behaviour.

Ion was tasked with finding a way to stop illegal dumping in the Township of Langley. What was it that made people feel that they could leave garbage and discarded furniture or building materials at the side of the road? And how did the people of the township feel about what this meant to their community?

 

The Township of Langley was battling a costly problem with illegal dumping in their community. With large rural areas, dumpers were able to remain largely anonymous, so there was little deterrent to their behaviour. How could we close the net on these offenders? Ion was tasked with finding a way to stop illegal dumping in the Township of Langley. What was it that made people feel that they could leave garbage and discarded furniture or building materials at the side of the road? And how did the people of the township feel about what this meant to their community? Ion conducted 2 community engagement workshops to tap into the answers. Using personas of both offenders and residents, we asked participants to put themselves in these different peoples’ shoes and describe their motivations and emotions. Using images and words, participants suggested messages for offenders.

Why #Idiot?

It's an acronym for Illegal Dumper In Our Township, which also functions as a hashtag for social media.

Guerilla Marketing Couch

Poster Signage

Guerilla Marketing Garbage Truck

Swag Tshirts

Signage

Print Brochure

The Results

After the program launched and had time to take effect, dumping incidents dropped 10.6%. Eight sites were actually cleaned up by the public themselves. Significantly, in this small town, they reached almost 180,000 people through social media and received 95% positive feedback on a campaign which initially felt risky to the Township. It has received media attention and the attention of many communities around Canada and the US. The Township is very happy with the results and the leadership they demonstrated in choosing this strategy.

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