The communication strategy, campaign concept, and brand identity were developed through a community-led approach, working closely with a focus group of residents from Kulhudhuffushi. Existing surveys and research on the island were used to understand local perceptions, attitudes, and behaviours around waste management and to inform the overall communication approach.
The focus group was central to the development process, contributing through a series of consultations and discussions that helped bring local knowledge, traditions, and cultural perspectives into the campaign.
My Role: Research, Coms, Branding
Art Director/Designer Asward
Designers: Cartman
Agency: Emmenge
Client: MACCS
