QUEENSLAND PLASTIC BAG BAN

Retailer Campaign June – July 2018 Objectives

1. Create awareness of the impending plastic bag ban across Queensland, including regional areas 2. Reduce negative impacts on businesses by helping to get consumers ready for change 3. Support the Government campaign with complementary messages but different tactics Key messages – it’s in the bag Queensland

1. Tackle plastic bags, not your local businesses • The ban applies to all retailers including food • Serious ramifications for retailers eg. fines • Retailers may need to charge for an alternative bag • Don’t take it out on retailers

2. Let’s show ‘em how it’s done, Queenslanders • use state pride in our beautiful environment • use QLD/NSW rivalry in lead-up to State of Origin starting 6 Jun

3. Retailers, are you ready? • Have you got your alternative bags, have you considered what your customer needs or wants? • Have you trained your team? • Put up your signage

4. Take responsibility, plan ahead • do your bit, it’s good for everyone, think of your kids’ future, remember your reusable bags Key concept

• Create a comprehensive campaign tied together by using a well-known recognisable ambassador who personifies Queensland spirit, respect, responsibility and authority (non-threatening but no nonsense) to reiterate key messages. • Ambassador: Mal Meninga • Supplementary ambassadors: • Dominique Lamb (NRA) • Environment Minister Leeanne Enoch MP • retailers & retail staff • shoppers Key strategies

1. Shopping centre activations • 100 shopping centres across QLD will receive a suite of collateral to display throughout their centre. • Includes large posters, digital display , carpark signs, boom-gate flags, bollard covers, door stickers, floor stickers, even some life-sized cut-outs of Mal Meninga 2. Digital campaign • Video series and display advertising distributed via social media & high profile websites 3. PR • High profile press call & interviews 4. Rework campaign microsite (www.qldbagban.com.au) Shopping centre activations

DIGITAL CAMPAIGN Video 1 – aimed at consumers • Facebook: https://www.facebook.com/107857306727843/ posts/213514866106908 • YouTube: https://www.youtube.com/watch?v=iJzEfJ-VTXE

• 6 videos will be published over 4 weeks targeting both consumers and retailers • Expected reach: 3 million impressions PR

• Campaign launch - press call 4 June • Media releases • Live TV cross on ABC News • Radio interview/s • Great Day Out interview Selection of media coverage 4 - 7 June Click on the links to see articles/coverage

Television packages: Digital (mastheads online and/or print, radio etc) Live radio program interviews • 7 News Queensland • The Courier Mail • Property Observer • Mal Meninga in-studio interview - • 7 News National • The Daily Telegraph • Bundaberg Hitz FM 93.9 Nova 106.9 Mornings with Ash, Kip • 10 News Queensland • The Cairns Post • 4RO Central Queensland and Luttsy with Susie O'Neill, plus • 10 News National • News • Star 101.9 Mackay three facebook posts • Queensland • The Herald Sun • Classic Hits 5RM • Link1, Link2, Link3 • Nine News National • The Mercury • Star 102.7 Cairns • • News.com.au mastheads including: • 7HOFM Hobart • Mal Meninga in-studio interview - 612 • Brisbane Times (original) • Hot 100 FM ABC Brisbane Mornings with Craig Live television cross • The Age (syndicated) • Get Regional Zonca and Rebecca Levingstone • ABC with Michael Rowland • The Sydney Morning Herald • Shopping Centre News and Virginia Trioli (syndicated) • Retail Insight Network • Mal Meninga in-studio interview - 4BC • WA Today (syndicated) • Get Business Drive with Ben Davies Radio news • The Canberra Times (syndicated) • Victor Harbour News • ABC Queensland 612 radio news bulletins • Yahoo!7 • The West Australian • Mal Meninga phone interview - 97.3 and ABC Queensland regional news • Ten Daily • Toowong Village Breakfast with Bianca, Terry and Bob • The Australian • Shepparton News • 4BC radio news bulletins, syndicated to • Nine.com.au • Deniliquin Pastoral Times • Dominique Lamb, live program sister stations around Queensland • News.com.au • Queensland Times interview - ABC Drive Sunshine Coast • Daily Mail Australia • The Daily Mercury • Macquarie radio network news bulletins • Perth Now • The Toowoomba Chronicle (from separate phone interview), • Inside Retail • The Townsville Bulletin Other syndicated to stations around Queensland • Mindfood • Third Sector Leeanne Enoch MP: Facebook post • Retail Insight Network