# Rippling Concrete Campaigns Keep Australia Beautiful Asks "Where Does Your Rubbish Go?" By Meghan Young | Published 2011-10-21 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/keep-australia-clean References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/10/keep-australia-beautiful-cup-cig-chip/) & [clemengerbbdo.au](http://www.clemengerbbdo.com.au) Posing the question, "Where does your [rubbish go](https://www.trendhunter.com/trends/clean-something-for-nothing)," the Keep Australia Clean ad campaign puts the onus on its citizens to put their best foot forward when walking the streets of their native land. More than that, the [rippling concrete](https://www.trendhunter.com/trends/3d-billboards) effectively brings to mind water. Since Australia is often lumped into [best beach categories](https://www.trendhunter.com/trends/cocacola-and-merlin-entertainments), the idea that their rubbish enters the ocean is very disturbing. The visuals in this campaign do wonders with shedding light on this fact. Conceived and executed by Sydney-based ad agency Clemenger BBDO, the Keep Australia Clean ad campaign encourages residents to take pride in where they live by treating their surroundings with respect. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 42% | Activity: 8% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What Makes This Trend Stand Out - **Environmental Awareness:** Disruptive innovation opportunity: Develop eco-friendly waste management solutions to address the issue of rubbish entering the ocean. - **Behavior Change Campaigns:** Disruptive innovation opportunity: Create impactful ad campaigns that encourage residents to take responsibility for keeping their surroundings clean. - **Visual Storytelling:** Disruptive innovation opportunity: Use compelling visuals and design elements to shed light on important environmental issues and engage the audience. ### Sectors Adopting This - **Waste Management:** Disruptive innovation opportunity: Develop advanced waste disposal technologies that minimize the environmental impact and prevent rubbish from entering the ocean. - **Advertising and Marketing:** Disruptive innovation opportunity: Utilize innovative techniques and creative campaigns to promote behavioral changes and inspire individuals to keep their surroundings clean. - **Design and Visual Communication:** Disruptive innovation opportunity: Create visually appealing and impactful designs to raise awareness about environmental issues and promote positive actions. ## Related on Trend Hunter - [Pollution-Removing Murals](https://www.trendhunter.com/trends/this-campaign-sucks.md) - [Anti-Water Waste Cleaning Campaigns](https://www.trendhunter.com/trends/waste-no-space-campaign.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Domestic Awareness Campaigns](https://www.trendhunter.com/trends/this-is-not-a-home.md) - [Social Home Cleaning Campaigns](https://www.trendhunter.com/trends/clr-brands-so-clean-so-hot.md) - [Interactive E-Waste Billboards](https://www.trendhunter.com/trends/cash-for-trash.md) - [Family-Focused Cleaning Campaigns](https://www.trendhunter.com/trends/little-messes.md) - [Low-Waste Cleaning Campaigns](https://www.trendhunter.com/trends/cult-of-clean.md)